If you’ve ever taken a marketing class, you’ll know that identifying the person you are trying to target is an essential part of any marketing campaig

There’s an old saying about marketing that’s no longer true (if it ever was): “I know that half of my marketing spend is a total waste of money, the o

It might sound obvious but every single piece of marketing that you ever put out has to have a message. However, this doesn’t mean that it has to conv

When companies start putting together their marketing strategy, it can be tempting for them to try to reach the widest possible audience. After all, one might assume that the more people who are in your audience, the more likely it is that one of them will decide to buy your product or service. Marketing science and experience, however, shows that this isn't the case. Marketing campaigns tend to be most effective when they send a message that is relevant to a particular audience. A dull, generic message that talks to a wide group is far less likely to be effective than a direct and specific message that speaks to a smaller one. Example: How to Select Your Audience Let's look at a working