 Welcome to the What Happens When little mini video series. Today, what happens when you try to sell to everyone. What makes us interesting as human beings is that we are all different and we value different things. Therefore, there are very few messages that are going to resonate with everyone, except perhaps that universal appreciation for chocolate. Well, is that just me? So if you create general marketing campaigns with a kind of catch all message, then you could potentially just look like a jack of all trades, of course, and a master of none. You could not engage or connect with a single person. You could end up not being able to showcase your work, waste loads of money on those ads that just won't be able to convert. And of course, end up with no sales at all. So the key here is to choose your target market. The more niche, the better. And of course, market direct to your ideal customer avatar or persona, whatever you like to call that person. Now, I have a blog that explains these terms. Target market ideal customer in a non jargon way, just in case they might be causing some confusion. And I also have a handy free worksheet to enable you to fill out your own ICA in more detail. So I hope you've enjoyed today's short What Happens When video. See you on another one.