One of the big mistakes that small businesses make with their marketing is to send the same message to all their customers. 

Why is this a mistake? Well, your small business might have younger customers and older customers. It might have customers with less money and with more money. It might have customers who want a simpler solution, as well as those who need something more complicated. 

Marketing that works on one of the groups won’t work on all the others. 

Don’t do one-size-fits-all marketing. Instead, divide your customers into different segments and send each segment a different message.