If you are enamored with the “marketing of more” – more clicks, more traffic, more shares – then throwing your net as wide as possible might sound like a great idea.
But I guarantee it will be counterproductive for multiple reasons.
One, the wider you attempt to reach the more generic your message will have to be. And the more generic you are, the less interesting you are to anybody in particular.
A more specific message will increase your response rate with a more specific audience. If you’re trying to reach three audiences, create three specific messages. Yes, three takes more work than one. But segments will always outperform overly broad blasts every day of the week.
Two, being more specific gives your audience a more precise sense for the value you will deliver – and hence significantly increases the likelihood they will engage.
For example, which of the two headlines do you think performed
