If you can remember ebay’s campaign of finding “It,” you know that this is a very good way of getting everyone listening to and looking at the message to subconsciously believe that it was directly addressing them in particular. But think about what ebay was really saying what they were saying. It was basically saying that no matter how you search, you need to do your searching right here. This is incredibly powerful when you think about it. And while ebay is about as non-niched as you can get these days, the same process can apply if you are going to pursue a slightly more cohesive customer base.
If your customers want to search for a particular thing and you are offering it, ultimately you are going to want to know as much as you possibly can about them. First off, do they have the money to pay for what you are offering? If they do, they can be good customers. Secondly, do they have the desire for what you have? If you want an example of an obvious no to this question, consider the interest level high school students usually have for mutual funds. What a group actually wants is very important, but who they are is equally so.
Of course, once you know who you are targeting, you have got to integrate how they think and how they talk into the message that you are sending out to them. If you use words that are confusing, insulting or uninteresting to them, they are not going to want to purchase from you. The good news is, so long as the people that you decide to target can be figured out, you can do well.