Sure, “The solution for everyone who has problem X” will appeal to everyone* who has that problem.
But broad marketing and messaging is a mistake.
The everyone* mentioned above, will on average be less fired up about the solution, than the people who are greeted with:
“The solution for people exactly like you, who have problem X”.
With such messaging, lots of people will say:
“I’m not like that, so it’s not for me”.
And that’s good.
Because those who do recognise themselves in the picture, will say:
“Fantastic, finally a solution just fit for me”.
Don’t be afraid to be explicit about who you’re for.
You’ll work with a smaller, more engaged set, and that means you’ll be more efficient.
Not appealing to certain people in your messaging, does not mean you exclude them from availing themselves of your help.
Very often, people not in your target group will click with your approach to solving a problem that they too have, and will ask:
“What about me? Will it work for me as well?”
That would never happen if you’d go broad.
Because the message: “For everyone with problem X” triggers the reaction:
“Yes, but I’m not like everyone – my problem is different (or: more specific). I’ll keep looking for a solution”.
Seek to appeal to fewer people, and you’ll get more opportunities and buyers as a result.
On another note:
I’m building an app to help you work on the deals in your pipeline, and turn more of them into sales.
If you’re a coach or consultant:
I’d love to hear your feedback – would you give me 20 minutes on Zoom and tell me what you think?