It is typical when you get started writing marketing copy to think, “Who wouldn’t want this? Our target market is everyone in the whole wide world!”
If you are currently thinking this, you’re being overzealous. In the excitement of a new product or service, it’s not uncommon to think of reasons why people from all walks of life would want what you have to offer. But in reality, your target market is small.
More importantly, from a practical standpoint, you can’t reach everyone. You need to focus. You want your copy to speak to the people who are most likely to become paying customers. If you try to be too broad, you’ll end up connecting with nobody.
So how do you figure out how to connect with that smaller portion of the population that is more likely to buy what you're selling? You have to start by asking big, broad questions, and then narrow it down until you know exactly who you're talking to, and how they think.