Why you need a target market

Ever tried writing copy that “appeals to everyone”? Congrats, you’ve just made something that appeals to no one.

That’s the gist of Ayman Al-Abdullah’s viral tweet comparing mass targeting to writing a love letter addressed “to whom it may concern.” Ouch—but true.

Why This Works

• Writing to everyone removes emotional punch.
• A single target customer makes writing personal and specific.
• Clear personas guide product decisions, not just ads.
• People buy when they feel seen, not when they feel categorized.

Real-World Examples

• AppSumo created "Marketing Agency Matt" to tailor deals for marketers.
• Nike visualized “Serena,” a serious young athlete.
• HubSpot used “Marketing Mary” to shape features.
• Slack built for the “Stressed Team Manager.”
• IKEA designs for a “Young Couple in a Small Apartment.”

Pick your one person. Write to them only. Everyone else will listen in.