Most business owners are unaware of all that goes into marketing and branding their businesses. When they're starting out or trying to grow, they often make the mistake of trying to talk to everyone they can in an attempt to "not leave money on the table." 

But in this presentation to Coastal LeTip, Ali talks about the process of segmentation and the benefits of being very targeted in your approach when marketing and branding your business. 

The main thing to keep in mind is that if you're talking to everyone, then you're talking to no one.