Targeting everyone with your product or service is a terrible idea.

If “everyone” is your target market, in reality you’re reaching no one.

Mass marketing can cost you far more than it makes you. For small businesses, it’s like firing an arrow into the fog. You’ll never get a good return on your investment.

Though it feels unnatural, excluding some customers is actually a good thing.

Small is bigger in business.

Even large retailers understand this principle: Walmart markets to bargain shoppers; Rolex markets to high-end customers.

Find your niche.

What is a niche? It’s your UNIQUE target market — a subsection that’s either not being served or not being served well.

You won’t find your niche at the end of a rainbow or underneath a rock. Instead, it must be carefully considered.

You have a limited amount of marketing money. A wide focus dilutes your message, but a niche provides hyper-focus.

In the end, your marketing should have people saying, “Hey, that’s speaking directly to me.”

Who are you speaking to?