As size increases so does diversity. Every state is going to have something unique about it. Every major city is going to have those specific traits unique only to them. Every section of that very city is going to have more and more variations in terms of what people like and what they're looking for.

Beyond the cities you have small towns and other areas people congregate, and once again you fall into even more diverse viewpoints and needs. The very place a person lives might largely dictate what kinds of things they like and what kinds of things they need for their everyday life.

Given these massive variations in the way people act and live how are you supposed to create an advertisement that appeals to all of them? Are you really able to print brochures that can speak in a language that every single one of these people will recognize and appreciate?

The answer is no. There won't be a marketing campaign that can target an entire country and bring everyone in. Yes, you can have a marketing campaign that does advertise across the country, but you're really going to be focusing on a select portion of the population that just happens to be spread out. And, let me make this clear, you'll have to spend a massive amount of money to even accomplish that much.

So what does the marketer do without the massive budget? How can you print brochures that will get the job done when people are so different from each other?

You bring down your scope into a more specific group. This might be a niche, or this might be about advertising to a specific city. Pick a certain group that you know is large enough to sustain your company and you know is going to be willing to listen to your message and try to pull them in.

Now you can make color brochures that use language and images specific to them. They'll be more willing to take a look at you because you're one of them. You're showing them that you know who they are and you know how you can best serve them.

This is the best way to market and the best way to draw a connection with your audience. The large your scale the smaller your odds are of creating any single advertisement that can work.

Don't let your eyes get too big for your marketing budget. You can earn just as many sales from a smaller, concentrated push as you would be able to gain from an expensive, broad push. Knowing your audience can make all the different, and ensure your marketing does what it's supposed to.