The Traditional Approach & Why It Doesn't Work

The traditional approach is to focus first on the Innovators, grow that market, then move on to the Early Majority, and so on. When you move from one group to the next, you use the previous group as a reference point for the group you are currently pursuing.
As an example, you'd use testimonials from Innovators to target the Early Adopters, and then testimonials from the Early Adopters to target the Early Majority, and so on.
However, there are two problems with this approach.