If you’re a founder, you’ve probably heard this before. You may have even said it yourself, nodded along during a podcast, or included it in your pitch deck. And yet, when it comes to marketing, there’s a temptation to keep things vague. To avoid picking a fight. To not exclude.
But here’s the truth: trying to appeal to everyone is the fastest way to be ignored by everyone.
#1 – It’s impossible to please everyone!
People have different preferences and tastes. Some love Coke, while others prefer Pepsi. Some adore Nike, while others choose Adidas. We’ve got Apple fanboys and Android evangelists. Left-wing voters and right-wing voters. Coffee enthusiasts and tea lovers. People are diverse, and that’s what makes targeting so critical!
#2 – If you want your audience to pay attention, they need to feel like you’re speaking specifically to them
If you try to speak to everyone, you end up speaking to no one. Picture yourself in a noisy, crowded room, shouting: “I’ve got something for you, whoever you are!” Do you think anyone’s going to care? Nope. You’ll just blend into the background noise.
But now, imagine this: You shout, “To all mothers with toddlers who are tired of saying ‘NO! Don’t stand on the couch!’ 35 times a day, I have a solution for your little monster to finally listen to you!“ (Yep, that’s my real-life example!). Suddenly, you’ll get that “Wow! That’s for me, tell me more!” reaction. And that’s the sweet spot you’re looking for.
The more you narrow down your target audience, the better you’ll understand their needs. And when you know your audience like the back of your hand, your messaging becomes sharp, clear, and impactful.
The Persona Breakdown
You’ve probably heard the term persona before. But what does it actually mean for your marketing? Well, your target audience represents a group of people, while personas represent sub-groups, each with distinct needs, goals, and preferences.
Let me break it down for you:
Take a French bakery in Hong Kong. 🥖🍰 Their target audience is primarily working individuals aged 30 to 75, many of whom are expats and families.
If they’re speaking to busy professionals who don’t have time to cook, their message might look like: “Enjoy quality time with your loved ones while we bake the perfect cake for you!”
But if they’re targeting expats feeling homesick, the message shifts: “Missing home? Let us deliver a taste of France straight to your door!”
Same bakery, different messaging—both perfectly aligned to their respective audiences because the bakery gets who they’re talking to. And when your audience feels understood, they’re way more likely to buy.
#3 – The Budget Factor
Let’s talk about money. Marketing can get expensive – especially if you’re trying to be everywhere, talking to everyone. As a small-business owner or solopreneur, you probably don’t have an unlimited budget (who does?). This is where knowing your audience becomes not just a good idea, but an essential strategy for survival. By focusing your energy and resources on the right people, in the right places, your return on investment (yes, that infamous ROI) skyrockets.
So… how do you actually get to know your target audience?
You’ve probably heard “know your audience” a hundred times. But how?
Start with research that gets close to the customer. Read product reviews (yours and competitors’) to see what words people use when they’re delighted — or disappointed. Run simple surveys asking customers why they chose you, what nearly stopped them, and what changed their mind.
And most importantly? Talk to them. Interview five real customers. Ask what problem they were trying to solve, what frustrated them before they found your offer, and how they explain your value to a friend. Their words are marketing gold.
It’s not about guessing what they need. It’s about listening until you know what they care about, and reflecting that back in your positioning.
My advice?
Start small. 🎯 Pick a specific group—a niche—and master it. Once you’ve nailed that, then you can think about expanding.
Being niche isn’t a limitation. I know it can feel scary to narrow down, but trust me—it’s the key to standing out in a crowded market. So, stop trying to be everything to everyone. Be something to someone. That’s where the magic happens. ✨
Hope this gave you some food for thought—and maybe a craving for cake!