It’s very tempting to create catch all messages, delivered in a way that will reach the most people. Logic says that if you have the attention of everyone, then you’ve got to reach someone.
The problem with aiming for an audience of everyone is that while your message might be seen and heard, it doesn’t mean it had any impact on the person who saw or heard it.

The bottom line is, it doesn’t matter who encounters your message, your product, or your service if they don’t care about it.

Craft your messages for the people who care. Speak to them.

Image by Ed Yourdon.