One of the main obstacles marketers face when they first establish themselves at an agency, is that they cannot connect to their target audience because they have too small of a scope. This is the general thought behind trying to appeal to the right audience. However, it is not true. The first step is to think big and broad, so you can get a grasp on what the majority of the market likes or does not like. After you establish that, is when you can move to smaller and smaller segments of your target audience.
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