Your target market is the group of people or companies to which your organization aims to sell its products or services. Well, you say, I want to sell to everyone. Why should I pick just one group?

There's an old marketing saying that goes like this "Target everyone and you target no one". Nothing is truer. How can you develop effective marketing strategies and tools without knowing who you're talking to?

Let me explain with a short story. Take two hunters; one has a shotgun, the other a rifle. They're both hungry and they're both thinking duck al'orange for supper. Now, I know you don't normally use a rifle for hunting duck, but this guy does, and who knows why.

Anyway, the ducks fly over the blind, and the guy with the shotgun jumps up and shoots wildly at the whole bunch. He figures he