Your first decision will be deciding on who your best prospects will be. You need to understand why your product appeals to them, and then identify and finalize what you are going to say.
Consumers are segmented into niches, which makes broadening your product to target a specific niche so important.
Your message needs to appeal to your specific audience. It’s easy to get ahead of yourself and say that your product appeals to everyone, but the reality is that you cannot possible focus on marketing your product to everyone. The old saying goes, “you can be good at a lot of things or really great at one thing.” The same applies to promoting your product. Directing your efforts to your niche group enables you to fully understand the criteria of what your consumer is looking for. Once that has been established, you can sell features and benefits that appeal to your target audience.
For example, yes, a refrigerator appeals to pretty much everyone. But what kind of refrigerator are you selling and to who? Is a wine fridge made exclusively for higher end homes or the luxurious outdoor kitchen? Or, is your refrigerator made for the typical college student renting an apartment? Catch my drift?