When creating something – a book, for example – and somebody asks you, “Who’s it for?” it might be tempting to answer by declaring, “Everybody!”, with boundless enthusiasm.
The truth is, nothing’s for ‘everybody’. What you’re creating, what that company sells is probably not for mums in Merseyside, as well as people in tribute bands trying to make it, or dog owners in Barking and Leeds.
It’s far more effective to think of who your ideal reader or customer is and make your thing for them.
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