What\u2019s the biggest misconception online marketers have about their own product?That their product is for EVERYONE.People hold on to this misconception for a few reasons. Maybe you\u2019re holding on to this misconception right now.You think: \u201cMy product is full of so much great information that literally EVERYONE should be interested in it.\u201dYou think: \u201cI\u2019ll make more money if I try to sell my product to the WIDEST possible audience.\u201dYou think: \u201cI have to go after any and EVERY possible customer if I want to have a viable product.\u201dNope.Not true.In fact, the complete opposite is true: The more you FOCUS your product to a SPECIFIC audience, the more SUCCESSFUL it will be.No product is designed to satisfy every single person in the world. Even a mass-market product like Coke isn\u2019t for everybody: some people are watching their health and don\u2019t include soda in their diet. Some people are diabetic and need to watch their sugar intake. Some people prefer Pepsi. Some people dislike soda in general.This idea becomes even more important when you\u2019re selling more than one product. That\u2019s why the fine folks at Coca-Cola created Diet Coke, a separate item aimed at a different audience. They understand that people have different needs, and different needs require a different product.But, how do you make sure you get the right product to the right audience?Segmentation.Segmentation means making a clear path for a customer to buy the specific thing they\u2019re interested in. Once you have a couple of products in your portfolio, it\u2019s the perfect time to think about it.Here\u2019s why.If everything on your website is geared toward selling Product A, and a new visitor comes to your website who would probably be more interested in Product B, that\u2019s a lost sale. With segmentation in place, you won\u2019t lose that customer. You\u2019ll be able to catch them and funnel them toward the right product.Segmenting ensures you\u2019re selling Coke to people who want Coke, and Diet Coke to people who want Diet Coke \u2013 with no missed opportunities along the way.Here\u2019s how to become a segmentation rockstar.The first step requires some big-picture thinking. What is the common theme that ties all of your product offerings together? In the case of Coke and Diet Coke, these two separate products have a common thread: refreshment.Let\u2019s say you sell a product aimed at teaching non-runners how to run their first 5K. You also have a second product aimed at teaching experienced runners how to run their first half-marathon. These products are aimed at two completely different audiences: newbies and experts. But the common theme is running.Here\u2019s a similar scenario: Let\u2019 say you sell that same product aimed at teaching non-runners how to run a 5K. But, your second product teaches people how to start their first online business. The common theme is no longer running \u2013 it\u2019s taking the first step to success.Whatever the commonality between your products, that theme becomes your overarching story. It\u2019s now the big picture idea that unifies whatever you sell. It\u2019s like an umbrella under which all of your products will live.It\u2019s vital to have this story in place. Otherwise, potential customers will be confused about your different products, and not sure what to think about you. You\u2019ll lose their interest. People have an innate need to categorize things and put them into boxes, so make sure you\u2019re being very clear about what box your business fits into.Any new visitor to your website should be able to see your story, understand what you\u2019re about and explain it to someone else.The story also helps your visitors feel that they\u2019re in the right place. If your homepage is too heavily focused on one specific product that doesn\u2019t speak to them, or if your story is muddled and unclear, they\u2019ll feel like they\u2019re in the wrong place. They might even feel alienated. But if the story is clear, and it speaks to them and their needs, they\u2019ll stick around to find out more.The next step is to let them self-select what they\u2019re interested in.There should be a very clear path to click A or B to find out more about your specific products. So, if they\u2019re a new runner, they\u2019ll click to find out about your running product. If they\u2019re a budding entrepreneur, they\u2019ll click to find out about your online business product.When they self-select, offer free carrot content that\u2019s related to the product or topic they\u2019ve chosen to learn more about. For runners, you might offer a downloadable PDF checklist called \u201c19 Things You Must Have Before You Run For The First Time.\u201d For entrepreneurs, you might offer a downloadable worksheet called \u201cWrite Your First Business Plan In 15 Minutes.\u201dThe moment of carrot selection is the crucial moment when segmenting takes place. Your customer is telling you \u201cthis is the kind of person I am, and this is what I\u2019m interested in.\u201d When you hold that information, you hold all the cards. Now you can tag them with that info, and always know what kind of customer you\u2019re dealing with.You\u2019re instantly in a stronger position than you were before. Now, instead of a blanket, one-size-fits-all approach to communicating with your customers, you can tailor their experience to fit their unique needs.After opting in, you send everyone into a distinct evergreen funnel based on the carrot they chose. They receive a series of emails related to their interests, and at the end of the sequence, you give them an opportunity to purchase the product that\u2019s right for them.When they purchase, or after your email sequence ends, you can send your customer into another, related sequence. This doesn\u2019t mean you can suddenly try to sell them on something random \u2013 for example, you shouldn\u2019t pitch your running customers on your \u201cstarting a business\u201d product. But you COULD pitch your running customers on a mini-product about building self-motivation and discipline.Remember: your product is NOT for everyone.At the end of the day, it\u2019s all about giving your customers the right experience for them. Highly successful people understand that everyone is different, and you always have to market with that in mind. Just like you identify as a unique individual, so do your customers.Not only does segmentation give your customers a better experience, it boosts your sales. Let\u2019s say you have 100k people on your list. 60% are interested in running, and 40% are interested in business. If you blast the entire list with messages about running, you\u2019ll find the people who are interested in business will leave your list entirely. They\u2019ll opt out because you\u2019re telling them things they don\u2019t care about.But, if you segment your list, and separately email 60% about running and 40% about business, you\u2019ll see your results skyrocket.Before you get started with segmentation, take an audit of your website through your customers\u2019 eyes.Is the overall story of your business clear?Is it easy for customers to find the different products you offer?Do you make it easy for them to self-select or opt in?How can you make it a better customer experience?Embrace segmentation. Be proud that your products aren\u2019t for everyone \u2013 they\u2019re for a unique group of people who deserve a tailored, relevant experience. Remember: The more you focus your product to a specific audience, the more successful it will be. Segment, segment, segment!