When allocating precious marketing dollars, many small businesses fall into the trap of trying to be all things to all people instead of targeting their message at their true customers. Who are the true customers? Easy – who has been purchasing your goods and services? What do they say about why they buy from you? What complaints and suggestions do you hear? That is your current market niche and their likes / desires / issues.
If you are looking to expand your niche or enter a new market, craft your message carefully and be specific. Vapid promises that sound too good to be true to the masses aren’t going to bring in the returns you are seeking. If you want to target multiple segments, create multiple ads and target each specifically. If you are worried that one segment will be turned away by an ad that doesn’t speak to them, don’t worry. Most people will just ignore those ads and pay attention to ones that apply to them or resonate with them.