Pick an audience. Just one audience.
Nearly every business I work on, there's a brilliant founder who loves their product and can talk for days about all the use cases to serve every human under the sun.
I love the passion and the eagerness for everyone to try their product, but this doesn't make a marketing strategy.
A marketing strategy is created by finding the white space, which usually goes something like this:
What cohorts could use your product? List them.
Of those cohorts, which one will buy most? Refer friends? Be most profitable? This is your ICP. 2a. Not sure? Talk to real people to find the answer.
What's the psychographic (mindset + emotions) of your ICP?
Build a brand perfectly tailored to your ICP.
Continue iterating forever. Never stop talking to real customers.
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