Most businesses have more than one customer they are looking for. Yet most businesses only have one set of marketing materials. This results in a kind of catch-all approach, which ultimately ends up catching nobody very well. There is a better way, and by simply identifying customer segments and creating simple campaigns that directly target the specific customer segments, you can radically improve results.   Gym Example   There is a micro gym near where I work in Birmingham at the Custard Factory. There are 500 offices within less than a mile so there are plenty of people. There are two main services offered,...