Undifferentiated marketing sounds fancy, but you’ve seen it a million times. You’re scrolling through TV channels, and a Coca-Cola advert comes on. It doesn’t ask your age, your gender, or where you’re from—it just shows happy people drinking Coke. That’s undifferentiated marketing in action. One message. Everyone. Done. And before you think “that’s too simple to work”—Coca-Cola’s been doing it since 1892 and they’re still printing money. Let me break down exactly what this strategy is, when it works, when it fails, and whether you should use it.
What Undifferentiated Marketing Actually Means
Undifferentiated marketing (also called mass marketing) treats all your customers as one giant group.
No segmentation. No targeting specific demographics.
Just one marketing message designed to appeal to absolutely everyone.
Here’s the core idea: Instead of creating five different campaigns for five different customer groups, you create one campaign that speaks to what everyone has in common.
Think about salt. Or toothpaste. Or petrol.
Do you really need different marketing messages for different age groups when literally everyone uses these products?
Nope.
That’s why brands like Colgate don’t create separate adverts for 20-year-olds versus 50-year-olds—they just talk about clean teeth and fresh breath, which everyone wants.
The strategy works because the product itself has mass appeal—meaning people of all types need or want it regardless of their demographic differences.
How Undifferentiated Marketing Actually Works
Right, let’s get practical about how this plays out.
The entire strategy hinges on finding what’s universal about your product and hammering that message everywhere.
Step 1: Identify universal needs
What does literally everyone who uses your product want or need from it?
For Coca-Cola, it’s refreshment and a bit of happiness.
For Colgate, it’s clean teeth and fresh breath.
For M&M’s, it’s a tasty chocolate treat.
Step 2: Create one compelling message
Your marketing message can’t be boring just because it’s broad.
It needs to be memorable, emotional, or clever enough that it sticks with people.
Coca-Cola’s “Open Happiness” campaign worked globally because everyone understands and wants happiness.
Step 3: Blast it through mass media channels
This is where mass marketing historically thrived:
- Television advertising during prime time
- Radio commercials on popular stations
- Newspaper and magazine ads
- Billboards in high-traffic areas
Today, you’d add:
- Social media ads to broad audiences
- YouTube pre-roll adverts
- Sponsored content on major platforms
Step 4: Distribute everywhere
Mass marketing only works if people can actually buy your product easily.
You need mass distribution to match your mass marketing.
That means being in every supermarket, every corner shop, every petrol station.
I saw a Cadbury advert during the World Cup that was brilliant—it showed people of all ages, backgrounds, and countries sharing chocolate during celebrations.
No targeting. Just universal joy and chocolate.
That’s undifferentiated marketing done right.
Undifferentiated Marketing vs Differentiated Marketing (The Real Difference)
People get confused about these two strategies, so let me clear it up.
Undifferentiated marketing creates one campaign for everyone—it treats all customers as basically the same.
Differentiated marketing creates multiple campaigns for different customer segments—it acknowledges that different groups have different needs.
Here’s a real-world comparison:
Coca-Cola uses undifferentiated marketing—one message (“Taste the Feeling”) goes to everyone globally, regardless of age, gender, or location.
Tesla uses differentiated marketing—they target luxury car buyers, environmentally conscious consumers, and tech enthusiasts with different messages for each group.
The key difference? Resources and relevance.
Mass marketing requires:
- Less customer research (you’re not segmenting)
- One creative campaign (cheaper to produce)
- Broad media buys (TV, radio, mass digital)
- Products with universal appeal
Differentiated marketing requires:
- Deep customer research for each segment
- Multiple creative campaigns (more expensive)
- Targeted media buys for each audience
- Products where customer needs vary significantly
Neither is “better”—they’re tools for different situations.
If you’re selling toothpaste, you don’t need five different campaigns.
If you’re selling luxury electric cars with self-driving features, you absolutely need targeted messaging for different buyer personas.
When Undifferentiated Marketing Makes Perfect Sense
Not every product should use mass marketing, but some are perfect for it.
Here’s when this strategy actually works:
Your product has genuine universal appeal:
Everyone uses it regardless of age, gender, income, or lifestyle.
Examples: Salt, sugar, flour, basic soap, petrol, water, milk, bread.
These are necessities—no amount of targeting changes that everyone needs them.
The differences between customers don’t matter:
Even if your customers are different people, they all want the same thing from your product.
Coca-Cola drinkers range from teenagers to grandparents, but they all want a refreshing sweet drink.
You’re working with limited resources:
Creating multiple targeted campaigns costs money and time.
If you’re a smaller brand with a product that appeals broadly, one solid campaign might be smarter than three mediocre segmented ones.
You need massive brand recognition:
Sometimes just getting your name in front of as many eyeballs as possible matters more than relevance.
This works for new brands entering markets with universally needed products.
The category is commoditised:
If your product doesn’t differ much from competitors (think petrol, salt, basic cleaning products), mass marketing helps you win through brand recognition rather than product differentiation.
My local supermarket sells 15 different brands of table salt.
None of them target different demographics—they all just say “salt” and hope brand recognition wins.
That’s undifferentiated marketing in the most basic form.
Products Perfect for Undifferentiated Marketing
Let me give you specific categories where mass marketing strategies dominate.
Staple consumer goods:
- Basic groceries (flour, sugar, rice, cooking oil)
- Household cleaning supplies (bleach, washing-up liquid, surface cleaner)
- Paper products (toilet paper, kitchen roll, tissues)
Personal care essentials:
- Toothpaste and toothbrushes
- Shampoo and soap
- Deodorant
Over-the-counter medications:
- Paracetamol and ibuprofen
- Allergy relief tablets
- Cold and flu remedies
Basic financial services:
- Standard current and savings accounts
- General home and car insurance
Beverages:
- Bottled water
- Soft drinks
- Tea and coffee
Essential clothing:
- Basic socks and underwear
- Plain t-shirts
- Generic trainers
Home essentials:
- Light bulbs
- Batteries
- Basic furniture (chairs, tables)
Notice the pattern? These are all products where the customer’s demographic characteristics don’t significantly change what they want from the product.
A 25-year-old and a 65-year-old both want their toilet paper to be soft and strong—no need for different marketing messages.
Real Examples of Undifferentiated Marketing in Action
Let me walk you through how major brands actually execute this strategy.
Coca-Cola’s consistent global message:
Founded in 1892, Coke has basically used the same strategy forever—sell happiness and refreshment to everyone.
Their adverts don’t target segments. They show diverse groups of people enjoying Coke at various occasions.
The product hasn’t fundamentally changed in over a century, but the marketing keeps it relevant by being universally relatable rather than specifically targeted.
Result? They sell 1.9 billion servings daily across 200+ countries.
Colgate’s mass appeal approach:
Colgate sells toothpaste to literally everyone with teeth.
Their adverts focus on universal benefits: whiter teeth, fresh breath, cavity protection, healthy gums.
They don’t create separate campaigns for different age groups or genders—everyone wants clean teeth.
They do have product variations (whitening, sensitive, kids’ flavours), but the core marketing message remains broad and universal.
M&M’s playful universal messaging:
M&M’s chocolate button sweets appeal to all ages.
Their marketing features the colourful candy characters in funny situations that don’t target any specific demographic.
Kids find them entertaining. Adults find them nostalgic and amusing.
The “Melts in your mouth, not in your hand” message worked for decades because it’s universally relevant.
Persil’s laundry detergent strategy:
Introduced in 1907, Persil uses undifferentiated marketing because everyone needs to wash clothes.
Their marketing focuses on cleaning power and freshness—benefits everyone wants regardless of age, gender, or income.
No need to segment when the product solves a universal problem.
General Motors’ “something for everyone” approach:
GM produces vehicles for “any person, budget, and purpose”—that’s literally their positioning.
Their mass marketing emphasises reliability, variety, and value across their entire range rather than targeting specific buyer personas.
I remember seeing a Cadbury advert during Christmas that just showed people sharing chocolate in different celebration scenarios—families, friends, couples, all ages, all backgrounds.
No targeting. Just “chocolate makes celebrations better,” which is universally true.
That’s the power of mass marketing when done well.
The Advantages of Undifferentiated Marketing (Why It Still Works)
Despite modern marketing’s obsession with personalisation, mass marketing has real benefits.
Massive cost savings:
Creating one campaign costs significantly less than creating five different ones.
One set of creative assets, one production budget, one media strategy.
For smaller businesses or those with tight margins, this matters enormously.
Broader reach and exposure:
You’re trying to reach everyone, not just specific segments.
This means your message gets in front of far more people.
More eyeballs = more potential customers, especially for products everyone needs.
Simplified operations:
Your marketing team doesn’t need to manage multiple campaigns, creative variations, and segment-specific strategies.
One message, one set of assets, simpler execution.
Faster implementation:
Creating targeted campaigns requires extensive research—understanding different segments, their needs, their media consumption habits.
Mass marketing skips most of that. You identify the universal benefit and go.
Stronger brand recognition:
When everyone sees the same message repeatedly, your brand becomes instantly recognisable.
Consistency builds familiarity, and familiarity builds trust.
Less research required:
You don’t need deep customer segmentation studies, detailed persona development, or ongoing behavioural analysis for each segment.
Just understand what everyone wants from your product.
Studies show it takes 9-13 interactions with a brand before people trust it enough to buy.
With mass marketing, you’re getting those interactions in front of way more people, faster.
I worked with a client selling basic cleaning supplies—trying to create targeted campaigns for different demographics was absurd.
Everyone wants their kitchen clean. That’s it.
We switched to one simple message emphasising powerful cleaning, and sales increased whilst marketing costs dropped 40%.
The Disadvantages of Undifferentiated Marketing (The Reality Check)
Let’s be honest about where mass marketing falls short, because it’s not perfect for everyone.
Your message lacks relevance:
When you’re speaking to everyone, you’re not speaking directly to anyone.
A targeted message that addresses specific pain points will always resonate more deeply than a generic one.
This is why luxury brands never use mass marketing—the exclusivity is part of the appeal.
You waste marketing spend:
If you’re advertising to everyone, you’re definitely reaching loads of people who will never buy your product.
A targeted campaign might reach fewer people, but a higher percentage of them convert.
Competitors with targeted strategies eat your lunch:
If a competitor focuses specifically on a segment you’re ignoring, they’ll win that segment.
You might have broader reach, but they’ll have deeper loyalty in their niche.
You miss segment-specific opportunities:
Different customer groups have different needs, even for the same product.
By ignoring these differences, you miss opportunities to create premium versions, budget versions, or specialised variants.
It’s increasingly difficult in digital environments:
Modern digital platforms are built for targeting—they literally want you to narrow your audience.
Running truly broad campaigns on Facebook or Google can be more expensive per impression than targeted ones.
Changing customer preferences hurt you:
If consumer tastes shift within a specific segment, you won’t notice until it’s too late because you’re not tracking segments separately.
It doesn’t build strong customer loyalty:
Generic messaging creates awareness but not emotional connection.
People become aware of your brand but don’t feel personally connected to it.
Over 40% of consumers prefer marketing that’s targeted to their specific interests rather than random generic messages, according to research.
That’s a lot of people you’re potentially alienating with a broad approach.
I’ve seen businesses stubbornly stick with undifferentiated marketing when their product clearly needed segmentation, and it cost them market share to more targeted competitors.
Just because Coca-Cola does it doesn’t mean you should.
Undifferentiated Marketing vs Concentrated Marketing (Another Key Difference)
Right, let’s address another comparison that confuses people.
Undifferentiated marketing targets everyone with one message—it’s the broadest possible approach.
Concentrated marketing (also called niche marketing) does the exact opposite—it targets one very specific segment with laser focus.
Here’s the difference in practice:
Undifferentiated approach: Colgate sells toothpaste to everyone by emphasising universal benefits (clean teeth, fresh breath, cavity protection).
Concentrated approach: A boutique toothpaste brand targets only people with sensitive teeth, creating everything—product, packaging, messaging—specifically for that narrow segment.
Why use concentrated marketing?
Small companies with limited resources can’t compete with giants using mass marketing, so they dominate a niche instead.
You focus all your resources on understanding and serving one segment better than anyone else.
Why use undifferentiated marketing?
Your product genuinely appeals to everyone, and the cost of creating multiple targeted campaigns outweighs the benefits.
You’re trying to build massive brand recognition quickly.
The key question: Does your customer’s demographic or psychographic profile significantly change what they want from your product?
If yes, concentrated or differentiated marketing makes sense.
If no, undifferentiated marketing might be your best bet.
A craft beer company targeting only IPA enthusiasts aged 25-40? Concentrated marketing.
A company selling bottled water? Mass marketing all day.
How to Know If Undifferentiated Marketing Is Right for Your Business
Let me give you a framework to actually decide if this strategy fits your situation.
Ask yourself these questions honestly:
Does your product have genuine universal appeal?
Can literally anyone use it regardless of age, gender, income, lifestyle, or location?
If you’re nodding yes, that’s a point for mass marketing.
If you had to qualify your answer with “well, mostly these types of people,” that’s a point against it.
Are customer needs basically the same across segments?
Do different demographic groups want fundamentally different things from your product?
If a teenager and a pensioner want the same benefits (like with Coca-Cola), mass marketing works.
If they want completely different things (like with fashion), you need targeting.
Do you have limited marketing resources?
Creating multiple campaigns for different segments costs significantly more than one campaign.
If budget is tight and your product has broad appeal, one solid undifferentiated marketing campaign beats three mediocre targeted ones.
Is your category commoditised?
If your product doesn’t differ much from competitors, brand recognition matters more than targeted messaging.
Mass marketing builds that recognition faster.
Can you achieve mass distribution?
Mass marketing without mass distribution is pointless.
If you can only get your product into a few shops, targeted marketing to people near those locations makes more sense.
How important is customer loyalty vs awareness?
If you need deep emotional connections and repeat purchases, targeted marketing builds stronger loyalty.
If you just need people to be aware you exist and try you once (with the product quality handling retention), mass marketing works.
What are your competitors doing?
If everyone in your category uses undifferentiated marketing, following suit makes sense.
If competitors are winning segments through targeted approaches, you might need to as well.
I consulted for a company selling premium organic cleaning products.
They wanted to use mass marketing like traditional cleaning brands.
But their product was 3x the price—it didn’t have universal appeal because not everyone values or can afford organic products.
We switched to concentrated marketing targeting environmentally conscious middle-to-upper income households, and their conversion rates tripled.
The product didn’t have genuine mass appeal, so mass marketing wasted money.
How to Execute Undifferentiated Marketing Effectively
If you’ve decided mass marketing fits your business, here’s how to actually do it well.
Identify the single most universal benefit:
What does absolutely everyone who uses your product want from it?
Don’t list five benefits—find the one that’s most universally compelling.
For Coca-Cola: refreshment and happiness.
For Colgate: clean, healthy teeth.
For Persil: powerful cleaning that removes tough stains.
Create emotionally resonant messaging:
Just because you’re being broad doesn’t mean you can be boring.
Your message needs to create an emotional response or stick in people’s minds.
Use storytelling, humour, or aspirational imagery that transcends demographic boundaries.
Choose mass media channels strategically:
Traditional mass media:
- Television during high-viewership times
- Popular radio stations during drive time
- Print in widely read newspapers and magazines
- Billboards in high-traffic locations
Modern mass media:
- YouTube pre-roll ads (broad targeting)
- Facebook and Instagram ads with minimal targeting
- Spotify audio ads
- Podcast sponsorships on popular shows
Maintain absolute consistency:
The power of mass marketing comes from repeated exposure to the same message.
Don’t change your core message frequently—let it sink in through repetition.
Coca-Cola’s core message hasn’t fundamentally changed in decades, and that consistency is part of their strength.
Ensure wide distribution:
Your product needs to be everywhere your advertising is.
If someone sees your advert and can’t easily find your product, you’ve wasted that impression.
Partner with major retailers, convenience stores, petrol stations—anywhere your broad audience shops.
Monitor overall market trends, not segments:
Since you’re not segmenting, track overall market behaviour:
- Total category growth or decline
- Overall consumer sentiment shifts
- Broad economic factors affecting purchasing
Test and optimise your single message:
Just because you’re running one campaign doesn’t mean you can’t test variations.
Try different creative executions of the same core message and see which performs best overall.
One food brand I know spent months trying to identify the perfect demographic segments for their biscuits.
Eventually, they realised everyone eats biscuits for the same reason—they taste good and they’re convenient.
They created one simple campaign: “The biscuit that makes tea time better.”
Ran it on daytime TV, ran it during evening programming, ran it on radio.
Sales increased 18% in six months because they stopped overthinking it.
When You Should Absolutely Avoid Undifferentiated Marketing
Despite its advantages, mass marketing is completely wrong for some businesses.
Here’s when you should definitely not use it:
Your product is premium or luxury:
Exclusivity is part of the value proposition for luxury goods.
Mass marketing dilutes that exclusivity and makes your brand seem common.
Rolex doesn’t run TV ads during soap operas—they target high-net-worth individuals specifically.
Different segments have fundamentally different needs:
If a 25-year-old and a 65-year-old want completely different things from your product, one message can’t work for both.
Tesla can’t use the same message for environmentally conscious buyers and performance car enthusiasts—they need different approaches.
Your product is highly technical or specialised:
Complex B2B products, medical devices, specialised software—these require targeted education and messaging for specific buyer personas.
You’re entering a crowded market with established mass-market leaders:
Trying to out-mass-market Coca-Cola is suicide for a new beverage brand.
Your only shot is concentrated or differentiated marketing to carve out a niche.
Your market is actually small:
If your total addressable market is narrow (say, left-handed golf clubs for people over 6’2″), mass marketing wastes money reaching people who can’t use your product.
Customer acquisition cost is high:
If it costs you a lot to convert a customer, you can’t afford to waste impressions on unlikely buyers.
Targeted marketing becomes essential to ROI.
Digital platforms are your primary channel:
Digital advertising platforms actively reward targeted campaigns with better cost-per-impression rates.
Running truly broad campaigns on Facebook or Google often costs more than targeted ones.
I watched a startup selling specialised productivity software for architects try mass marketing because “all businesses need productivity tools.”
They burned through £50,000 in three months with terrible conversion rates.
When they switched to concentrated marketing targeting architecture firms specifically, they became profitable within two months.
Not everything is for everyone, no matter how much you want it to be.
The Future of Undifferentiated Marketing in a Personalised World
Here’s the interesting tension: Mass marketing still works for certain products, but the world is moving toward personalisation.
So what’s the future of undifferentiated marketing?
It’s not disappearing, but it’s evolving:
Social media platforms have nearly 5 billion users—that’s unprecedented reach for mass messaging.
But those same platforms offer targeting capabilities that make mass approaches less cost-effective for many products.
It’ll remain dominant for true commodities:
Products with genuine universal appeal (salt, water, petrol, basic cleaning products) will continue using mass marketing because targeting doesn’t add value.
Why would bottled water need five different campaigns?
Digital makes it harder but not impossible:
Running broad campaigns on digital platforms can work, but you’re fighting against the platform’s preference for targeting.
The key is combining digital mass reach (YouTube, popular podcasts, broad social campaigns) with traditional mass media (TV, radio, billboards) where broad targeting is the norm.
Brand building vs performance marketing:
Mass marketing excels at brand building—making people aware you exist and creating familiarity.
Performance marketing (targeted, conversion-focused) excels at driving immediate action.
Smart brands use undifferentiated marketing for broad brand building, then layer targeted performance campaigns on top.
The “mass personalisation” paradox:
Some brands are using technology to deliver personalised experiences at mass scale.
You see a Coca-Cola ad featuring someone who looks like you, in a setting relevant to your location, speaking your language—but the core message stays universal.
It’s mass marketing with a personalised wrapper.
My prediction? Undifferentiated marketing will remain essential for truly universal products but will increasingly be combined with targeted approaches even within those categories.
Colgate will still run mass-market TV ads for regular toothpaste, but they’ll run targeted digital campaigns for their sensitivity and whitening variants.
The brands that win will know when to go broad and when to go narrow.
FAQs About Undifferentiated Marketing
What is undifferentiated marketing?
Undifferentiated marketing, also called mass marketing, is a strategy where you create one single marketing message and campaign designed to appeal to your entire potential customer base rather than targeting specific segments.
It treats all customers as having similar needs and preferences, focusing on what’s universal about your product rather than demographic differences.
What’s the difference between undifferentiated and differentiated marketing?
Undifferentiated marketing uses one message for everyone and treats all customers as basically the same group.
Differentiated marketing creates multiple different campaigns for different customer segments, acknowledging that various groups have different needs and preferences.
Undifferentiated is simpler and cheaper; differentiated is more relevant and targeted.
When should I use undifferentiated marketing?
Use undifferentiated marketing when your product has genuine universal appeal that transcends demographic boundaries (like salt, toothpaste, or soft drinks), when customer needs are basically the same across segments, when you have limited marketing resources, or when mass brand recognition matters more than deep customer loyalty.
It works best for everyday essentials and commoditised products.
What are examples of undifferentiated marketing?
Major examples include Coca-Cola’s global happiness and refreshment messaging, Colgate’s focus on clean teeth for everyone, M&M’s playful chocolate advertising that appeals to all ages, Persil’s universal laundry cleaning message, and General Motors’ “something for everyone” vehicle approach.
These brands don’t segment their audiences—they speak to universal needs.
What are the advantages of undifferentiated marketing?
Key advantages include significant cost savings (one campaign instead of multiple), broader reach and exposure to more potential customers, simplified marketing operations and faster implementation, less need for extensive customer research, and stronger brand recognition through consistent repeated messaging across all audiences.
It’s also more efficient for products everyone uses.
What are the disadvantages of undifferentiated marketing?
Main disadvantages include less relevant messaging that doesn’t resonate as deeply with specific groups, wasted marketing spend reaching people unlikely to buy, vulnerability to competitors using targeted strategies, missed opportunities for segment-specific products or messaging, and difficulty building strong customer loyalty since generic messages create awareness but not emotional connection.
Does Coca-Cola use undifferentiated marketing?
Yes, Coca-Cola is one of the most famous examples of undifferentiated marketing.
They use consistent global messaging about refreshment and happiness that doesn’t target specific demographics.
Their advertisements appeal to people of all ages, genders, and backgrounds because they focus on universal human desires rather than segment-specific needs.
Is undifferentiated marketing the same as mass marketing?
Yes, undifferentiated marketing and mass marketing are the same thing—just different terms for the identical strategy.
Both refer to creating one broad marketing message aimed at the entire market rather than specific customer segments.
The terms are used interchangeably in marketing literature and practice.
What’s the difference between undifferentiated and concentrated marketing?
Undifferentiated marketing targets everyone with one broad message (the widest possible approach).
Concentrated marketing, also called niche marketing, does the opposite—it focuses intensely on one very specific narrow segment with tailored messaging.
Undifferentiated is breadth-focused; concentrated is depth-focused on a single niche.
Can small businesses use undifferentiated marketing?
Small businesses can use undifferentiated marketing if their product has genuine mass appeal and they have limited resources for multiple campaigns.
However, small businesses often succeed better with concentrated marketing, dominating a specific niche rather than trying to compete with large brands using mass marketing.
It depends entirely on your product and competitive landscape.
How do you measure undifferentiated marketing success?
Measure success through overall brand recognition and awareness metrics, total market share growth, broad reach and impression numbers, overall sales volume increases, cost per impression across all audiences, and brand recall studies.
Since you’re not tracking segments separately, focus on aggregate market-level metrics rather than segment-specific performance.
Is undifferentiated marketing still effective in 2025?
Yes, undifferentiated marketing remains effective for products with genuine universal appeal like beverages, basic personal care items, and household essentials.
However, digital platforms increasingly favour targeted approaches with better cost efficiency.
The strategy works best when combined with traditional mass media (TV, radio) and for true commodity products where customer differences don’t matter.
The Bottom Line on Undifferentiated Marketing
Here’s what you need to remember about undifferentiated marketing.
It’s not outdated. It’s not lazy. It’s not ineffective.
It’s a specific tool for specific situations—and when those situations align with your business, it’s incredibly powerful.
Mass marketing works brilliantly when:
Your product genuinely appeals to everyone regardless of demographics.
Customer needs are basically universal across segments.
You need massive brand recognition more than deep customer loyalty.
You’re working with limited resources and need efficiency.
It fails miserably when:
Different segments want fundamentally different things from your product.
You’re competing against established mass-market leaders.
Your product is premium, technical, or highly specialised.
Customer acquisition costs require targeted precision.
The brands crushing it with undifferentiated marketing—Coca-Cola, Colgate, M&M’s, Persil—aren’t using it because they don’t know about segmentation.
They’re using it because their products genuinely have universal appeal and because consistent broad messaging has built unshakeable brand recognition over decades.
But they’re also increasingly layering targeted approaches on top for specific product variants and markets.
The future isn’t “mass marketing versus targeted marketing”—it’s knowing when to use each and how to combine them effectively.
If you’re selling salt, toothpaste, bottled water, or basic cleaning supplies, don’t overthink it.
Find the universal benefit everyone wants, create one compelling message around it, and blast it everywhere.
If you’re selling anything where customer differences significantly impact what they want, targeted approaches will serve you better.
The key is honest assessment: Does your product genuinely have mass appeal, or are you just hoping it does because mass marketing seems easier?
One approach gives you broad reach with lower relevance.
The other gives you narrow reach with higher relevance.
Choose based on your product reality, not your marketing preferences.
Undifferentiated marketing built some of the world’s most valuable brands—but it also bankrupted businesses that used it inappropriately.
Know which category you’re in.
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