It’s a truth that we all know in our hearts, you can’t please all of the people all of the time. So why do so many business owners try to do it?

You can see it in shops that have a mis-matched jumble of styles and products, businesses that are too afraid to take a stance on issues, but mostly in media and marketing, where none of the companies’ personality or energy comes through, for fear of alienating anyone. That means bland and uninspiring ads, social media and voiceovers.

You don’t need to target everybody. Figure out exactly who it is that is your core client demographic and market exclusively to them.

One example of a company who excels at pinpointing their client base is Hell Pizza – New Zealand. With edgy campaigns, risky imagery and a relaxed attitude, these guys know that their target is younger people between the ages of 18-35, they are simply not wasting time or money on advertising to people who don’t commonly eat much pizza. In other words, you are unlikely to see them pull out a beetroot and chicken pizza campaign designed to lure in your grandma and granddad.

But boy, does it ever work for them! Their brand is so consistent and cohesive, that they have made a huge splash with their client base. Sure, they have definitely alienated a few people with their advertising tactics, BUT those people were unlikely to have purchased pizza anyway.

Ask yourself who your customers predominantly are – female or male? How old are they? What are their hobbies? What music do they listen to? Will they appreciate casual or formal conversation? The more questions you ask, the more you can fine-tune your client base.

Once you have your ideal client solidified, you can go forth and develop a personality for your business. Everything from products, social media, visual image, music and voiceovers should be targeted at your ideal demographic.

You will get their attention and hold it!

You can’t please all of the people, all of the time. But you can can create a strong sense of association with your best clients and reap the benefits of a great personal connection.

ps. For our graphics and web design we use