Before you start marketing your products or services you need to identify who’s most likely to buy them – your potential customers. These people keep your business alive and help it grow further. When you’re not sure where to start, just think who would benefit from and who are using similar your products/services.
Let me give you an example. If your product is sports clothing for adults, 
who would be your potential customers? If you say males or females, the targeting segments would be to broad. If you say people who exercise, you’re getting there. You can narrow down your audience further and be more specific: those who go to a gym, participate in a certain sport, or those whoexercise on their own outside of a gym. But there might also be another possible customer. How about stay at home moms, especially moms who have small children? Yes, I know this might be an unexpected turn, but think this way – you need people who would wear the clothing you sell and a good percentage of these moms do wear comfortable sports clothes. I hope it makes sense.
Narrow down your potential customers as much as you can, so you can find where they tend to be in large numbers, craft a message and effectively target them. If you’re not specific about who you’re going to sell to, you will be wasting your energy, time, and money.