The more customers you’ve the better. Following this, the more customers you try to aim with your marketing the more you’ll gain, so why wouldn’t you go for a broad audience? Actually the more people you try to reel in with your marketing the more difficulty you’ll have, rather than more sales. Even though it isn’t quite a matter of marketing, we’ll be using the catalog printing as an example for this article.

When using print catalogs, the first conclusions you’ve to make is how many products you’re going to put in your catalog and what type of products they’ll be. This could be a hard decision, particularly if you’ve a wide choice of things you sell, and the final results will be different depending on what type of products you picked in the end.

Let’s view the idea of a department store releasing a catalog that has a wide selection based on the wide field of products they’ve. You’re quite literally sending these catalogs directly to a person’s home, meaning you can pin point who you’re trying to aim.

If you’ve several electronic equipment that you sell, but then you also have numerous clothing that you sell, you’ll be in trouble to find a large audience that has interest in both of these things.

The actual issue comes from the truth that both sides might then favor a different catalog that’s committed to only their tastes. The electronic people will go for a catalog that has almost nothing but electronic gear, or other things in their field of interest.

By trying to attract too many people with the same catalog you’ll end up loosing many people rather than getting a lot of solid business.

As said before, all of this applies to more than just catalog publishing. Any kind of marketing is going to have to choose between trying to get a wide audience or trying to have a better success rate with a specific audience.