A marketing outreach strategy customized for your target audience, your brand and the products/services you offer is the best plan for success. It’s about you – making what is unique to you appealing to the widest audience will produce the best results.
That should go without saying, but too many marketing decision-makers opt for generic methods that worked for some target audience on some product that might or might not have any connection with what you produce and sell. That’s the danger of blindly following the hottest marketing trends and schemes dominating the industry – They might not work for your purposes.
A backwards glance a few years out (just months in many cases) will show that many strateies, though they were appealing at the time of launch, had no significant impact on sales. If marketing doesn’t lead to sales, it is a waste of money, time and focus.
When it comes to “you” versus “some,” the choice is obvious: Spend your time and your money on communicating why you, your products and services matter to your audience. Rigorously ignore “them.” The only question that matters is, “What difference-maker/game-changer do you offer?”
In summary, always tailor your efforts to your audience and what you are offering that will improve their life or lifestyle.