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The temptation to be a generalist selling everything to everybody (like the temptation to see what you want to see) can be overwhelming.  It is a foolish fantasy that must be overcome in favour of the reality that people are not generic, so your product cannot be generic.

Once convinced you must focus: you will want to determine 'what' to target and 'how' exactly to accurately aim your arrow?

Based on objective, accurate, comprehensive marketing research on your customers, competitors, conditions, and your own company ... you need to identify 'a gap'.  That is, a gap between customer desires and competitor offerings that is not being adequately satisfied – that your product can satisfy better than any other alternative.  Some examples of 'gaps' my clients have strategically targeted are:

First in 1998 » Fitness Freedom™ stands against no-diet, no-exercise, quick-fixes that 'just don't work' – and for practical solutions, realistic results, and permanent lifetime changes.

Second in 1999 » NordexZFishing with their hand-made, nature friendly lures with natural feathers and lifelike swimming action – a unique combination of features for any tackle.

Third in 2003 »iPrevento™ is not repacked painkillers, aspire, or sedatives taken in the hopes of dulling a miserable hangover – but is an all-natural remedy for preventing hangovers from ever occurring.

With my counsel, all three clients elected to pursue a strategy seizing the "persuasive power of precision."™  They are not just 'another quick-fix', 'another lure', or 'another painkiller', but stand for something unique and innovative aimed accurately at those with the most desire for it.

Unfortunately, not all my clients were so wise.  Some opposed my advice using generic words to convey generic benefits targeted at every institution conceivable.  After years they sold almost nothing, so they decided to widen their scope even further – and as a result – sold even less.  The irrefutable marketing moral: people are not generic, so your product cannot be generic.

Once you have discovered a precise, persuasive reason for people to choose your product: you will need to communicate this message effectively to your target market with advertising.