Everyone is not your customer Seth Godin
Targeting is important because it’s not just important anymore to get to the masses. It’s more important to connect with specific people.
Seth Godin, wrote in ‘We Are All Weird’ on the difference between the 1970s and now.
When you had Johnny Carson back then on the ‘Tonight Show’ and everybody listened to Johnny. Now we’re all on different types of media platforms broken up into different sections.
There used to be a time when the only Sci-Fi out there was, was ‘Star Trek’ then ‘Lost in Space’ and ‘Star Wars’ and ‘Battle Star Galactica’. This was in the 1950s, 60s and 70s. Now they have the channel dedicated to science fiction called the Sci-Fi channel. You have the movie ‘Avatar’ which is coming out as a series. You have ‘Aliens’ , you have ‘Terminator’ you have ‘Predator’ and ,of course, you have ‘Star Wars: The Next Generations’ and the prequels that are out there. You have ‘Star Trek’ which has had roughly several different spinoffs, not only in the movies, but in several other series like ‘Deep Space Nine’ and ‘Voyager’’ and of course ‘The Next Generation’.
There are more options out there and there are more people out there.
Targeting is important because what targeting does is help you fine-tune into a specific audience and then into the specific problem, the painful problem so you can give out the solutions.
In order to create a winning connection to your audience, you need to understand the people in your target market at an individual level. This means, not as a mass of demographic statistics, but as actual human beings. You need to appeal to their needs and desires, as well as their frustrations, worries, problems, and pain points. When you connect in this way, you create an emotional bond.