Your ideal customer is not everyone with an email address

You can sell to different people. You just cannot speak clearly to all of them at once. The wider your message gets, the less anyone feels it was meant for them.

Choose the expensive problem

Start with customers who have a painful problem, know it matters and can pay to fix it. Then ask what usually happens just before they start looking for help.

Describe that customer in plain English: ‘Owner of a growing service business whose leads depend on personal referrals.’ That is more useful than a fictional persona called Ambitious Andrew who enjoys podcasts.

Let focus do its job

Use their real problems in your posts, offers and sales questions. The wrong people may scroll past. Good. Marketing is allowed to have a door.

If your message currently sounds like it could belong to any consultant, your customer is probably still too broad.