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.

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.