You have a great idea! You've got the time and the money to make it happen too. You go out there and get the office space, you get the product made, you get the logo and website designed, you have awesome little business cards and fancy pen with your new company's logo on it... and you still have no sales. You set up all your social media accounts and talk about how great your product is and you get a couple of likes here and there, but still no sales. What gives?!
I have a question for you: who are you selling to? Before you answer that, think about it carefully. Can you articulate your answer in 10 words or less? Can you explain your product and why I should buy it in one sentence? If you can't, its because you haven't defined your product well enough. Regarding your customer base (or your desired customer base), if you can't tell me who you are marketing to in 10 words or less (or even in a short sentence), it's because you don't fully understand who you are selling to. If you know who your end user/customer is and exactly how to explain your product, you will naturally have some insight as to what marketing avenues you may need to implement.
There's a good chance that your (intended) customer base and your product are not in alignment so your marketing efforts are falling on deaf ears. You may in fact have an incredible product, but if your desired customer base can't see value or utility in it, they won't buy it. There's two aspects to this problem. One is what is called "appropriate design", something I will discuss in another article, and the other is understanding your market.
When you don't fully understand who your intended customer is you can often feel like you are grasping at straws. However, when you know what your end-user is like, you can be better equipped to reach out to them and have meaningful contact. What social media platforms does your end-user primarily use (if at all)? Does your end user listen to the radio or do they stream their music? Does your end-user go to the mall or do their do their shopping entirely online? Is your end-user a-political or politically motivated in their purchasing decisions? How does age affect how a potential customer views your product? These are examples of questions that you should be asking yourself and finding the answers to. Don't assume anything unless there is sufficient evidence to support the assumption.
Long story short, if you don't know who you're talking to, how can you talk to them?