While out of town, I tuned the car radio to a station claiming to play “today’s best music.” Perfect, I thought. Only the “best” music was from a wide variety of genres. I would hum along to a soft rock song I knew, then be compelled to turn off the racket from a rap or heavy metal number. I found myself clicking on and off the whole time I was in the city.

As is the case with so many products and services, the station made a poor attempt to reach everyone. Instead of claiming its audience as older adults, younger adults, or lovers of a particular type of music, its broad-based repertoire did more to repel than attract consistent listeners.

Don’t make the same mistake with your offering. Be clear on who you are trying to reach and tailor your content to them. Serving everybody really means serving nobody.

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