Why Marketing to Everyone Usually Reaches No One

Sophie Boulderstone
Apr 24
3 min read

Four large gray loudspeakers mounted on a rusty pole against a clear blue sky. The scene conveys a sense of alertness and communication.

This is me right now. I’m so sure Inkie could help every small business, I’m silently ignoring my own advice. Because even if every business owner in the world could benefit from Inkie, it’s impossible to connect with everyone, with every message.

People don’t buy when they understand you — they buy when they feel understood.That only happens when you’re specific.

But why does focusing your message feel so risky? And how do you fix it?

Why “Everyone Is My Customer” Feels Safe (But Isn’t)

The idea that your product or service can serve anyone is comforting. It feels like casting a wide net should catch more fish. But the reality is, the wider your net, the more generic your message. And generic marketing fades into the background noise online.

Imagine selling vegan cakes. Technically, anyone could buy them. But your core audience probably isn’t “everyone.” If your messaging just says, “Delicious cakes for everyone!” it won’t strongly resonate with vegan or health-conscious buyers who specifically seek your product.

When you’re vague, potential customers see you, shrug, and move on.

What Actually Happens When You Go Too Broad?

When you try to attract everyone, here’s what typically occurs:

You dilute your message: It lacks impact because it’s trying to appeal to too many different needs and interests at once.
You compete with everyone: Instead of positioning yourself uniquely, you’re up against every competitor in your space.
You attract fewer committed customers: People buy from businesses that make them feel uniquely understood.

Simply put, when your message tries to talk to everyone, it rarely resonates deeply with anyone.

Signs Your Message Isn’t Landing

You might have a growing audience, but no real conversions. Maybe people like your posts but never click through. Or perhaps they ask, “So what is it you do again?” Customers who do find you might be confused about your offer, or they come in expecting something you don’t even do. And maybe, deep down, you’ve noticed you’re adjusting your product or service every few weeks just to meet whoever happens to show up. If that sounds familiar, chances are your messaging is too broad to stick.

Real Examples – Before & After Getting Specific

Let’s say you run a natural skincare business.

Before: “Natural Skincare for Everyone!”That’s vague. Who is it for? What does it do?

After: “Sensitive Skin? Meet Your New Favourite Natural Moisturiser.”Now you’re speaking directly to someone’s problem — and offering a solution.

Or maybe you're a coach.

Before: “Personal Coaching for Success!”Success for whom? Doing what?

After: “Coaching for Freelancers Feeling Overwhelmed and Ready for Change.”Specific, honest, and instantly relatable to the right person.

These are the kinds of shifts that make people feel seen — and more likely to stop, read, and take action.

What to Focus on Instead

Instead of trying to speak to everyone, try to understand who your best-fit customers really are. Not just in terms of what they buy, but who they are as people. What’s going on in their lives that makes them need what you offer? What are they struggling with, hoping for, trying to figure out?

Knowing these things makes your messaging sharper. It lets you write copy that feels personal and true. And that’s what cuts through.

How to Define a Strong Ideal Customer

Start small. Give them a name. Imagine their day. Where do they work? What keeps them up at night? Where do they scroll online? What makes them stop and click?

This doesn’t have to be rigid. You’re not boxing yourself in. You’re creating a useful reference point that keeps your marketing clear, connected, and intentional.

Using Inkie’s Tool to Make It Easier

Inkie’s Ideal Customer tool walks you through this process. It helps you figure out who your content should speak to — not just based on guesswork, but on what actually fits your brand and goals. Once you’ve got that clarity, everything else is easier: your blogs, your captions, your whole tone.

It’s built into onboarding for a reason. It works.