The more specific you make your marketing, the more effective your marketing will be.

Why? Because the more likely your audience is to feel like you’re communicating directly with them.

That’s why marketing aimed at a niche tends to work better than marketing aimed at multiple groups or a broad mass of people.

So if your audience is, say, single mothers, then talking about the hopes, fears and values of single mothers would be more effective than talking about the concerns of women in general … which in turn would be more effective than talking about the concerns of people in general.