Why Marketing to Everyone Means Marketing to No One

Photo Credit: Megan Aguilera

You’ve probably heard the saying: “A friend to everyone is a friend to no one.” The same is true in business. If you’re trying to market to everyone, you’re really marketing to no one. Think about the last ad you remember. Was it some boring, one-size-fits-all pitch that could’ve been for anyone? Probably not. The ads that stick in your brain are the ones that feel like they were made just for you, so specific and relatable that you can’t help but pay attention. That’s why buyer personas are essential.

A buyer persona is like building the customer of your dreams, including their goals, challenges, values, decision-making habits, and more. Instead of vague “target audience” descriptions, such as “18–35-year-olds,” personas give you a real character to work with, built from real research, data, and behaviors. They turn data points into people with quirks, personalities, and opinions that you can actually connect with. Meet Sofia, a busy working parent who cares about convenience, or Michael, a fitness enthusiast looking for long-term results.

Photo Credit: Megan Aguilera

Why does this matter? I’ll give you 3 reasons:

• Focused Messaging: Let’s use social media ads as an example. The ads you see while scrolling probably look nothing like the ones your mom might get, and that’s intentional. The same message won’t work on both of you, which is why brands adjust their content to match each audience. Knowing your buyer persona is the best tool for tailoring your strategies so they actually resonate with the people you’re trying to reach.

• Stronger Bonds: Think about your favorite clothing brand. Why do you keep going back to it? Chances are, it’s because it checks all your boxes. The clothes feel comfortable, the sizing actually works for you, and the style fits your personality. The cherry on top is that the brand also aligns with your morals and values. For example, they host charity events or support causes that matter to you. That kind of connection builds trust and loyalty. You don’t just like their products, but you also believe in what they stand for. This loyalty isn’t an accident; it’s the result of marketing specifically designed for someone like you. You are their buyer persona brought to life.

• Getting the Most Bang for Your Buck: For small businesses, every dollar matters, which is why knowing your buyer's persona helps with this as well. Instead of throwing money at random ads and crossing your fingers, you’re putting your budget into ads and campaigns that you feel confident in and that will make sense for your audience.

If I still haven’t proved to you the benefits of utilizing a buyer persona, let the stats do the talking: 56% of companies say personas bring in higher quality leads, 36% have created shorter sales cycles, and nearly 93% of companies that surpass lead and revenue goals rely on persona-based segmentation. (Michael Brenner)

My favorite piece of advice to give small businesses is that you don’t want to attract any audience, you want to attract the right audience. I say it often because I truly believe it’s the secret to sustainable growth.

Stop chasing random attention and start building a community that grows your business for the long haul.