Imagine you wanted to visit a holiday resort. How seriously would you take a brochure that said the resort was “perfect for young people, old people, singles, couples and families”? 

Imagine you wanted to go to the cinema. How seriously would you take an ad that said a movie was “perfect for lovers of comedy, sci-fi, action, romance and horror?” 

Now think about your marketing. Do you claim your products or services are perfect for every single person? 

If so, you need to start excluding people, otherwise your marketing will have no credibility.