If you craft your marketing message to speak to everyone - in hopes of getting more sales - you really are speaking to no one at all.

You haven't tapped into the nerve that speaks to the very specific needs of your specific target market.

If you're selling baby items and your website's color scheme is black - you're missing the mark. If you're offering a free recipe book when your site sells chainsaws - you're missing the mark.

Now those are obvious things. But it's really important that you provide marketing that your target market needs and wants.