Sin #3: Targeting Everyone

The reality is that although we want 'everyone' to be our target audience, it is neither realistic not sensible. Consumers are different -- each have a distinct functional and psychological need -- therefore we have to talk to them differently to be persuasive. 

Plus, targeting everyone means equated to have an inexhaustible budget, but this isn't within reach for many. Instead, let us focus our energy and resources on the people that is most likely to generate returns.