If your small business is doing marketing that appeals to everyone, it’s actually doing marketing that appeals to no one.

The only way you can create marketing that appeals to everyone is to make it horribly vague.

Bad marketing targets every single customer group. Good marketing deliberately excludes many groups.

And why would you want to appeal to everyone in your marketing? Does Mercedes-Benz try to appeal to students in its marketing? Does Jenny Craig try to appeal to thin people in its marketing? Does Nike try to appeal to couch potatoes in its marketing?

Exclude and prosper.