If you are looking to generate more leads, make more sales, and ultimately make more money, then you need to, as that well worn cliche states, know your audience. It’s a phrase that sounds simple, but really, it is much more difficult to actually achieve this feat, and really get to know the ins and outs of your audience, than you might think. It’s also something a lot of businesses really do to take seriously, instead trying to appeal to everyone who might potentially one day sign up for their service or buy their stuff.

The thing is, if you cast your net wide, you are probably wasting a lot of your resources (time and money) trying to appeal to people who are never going to be interested enough to give you their money. No, it’s far better to get specific, and I mean really specific, if you want to make more sales. That being the case, let’s break down why specificity works, how you can use it, and what happens when you finally stop trying to be “for everyone.”

Why Specifics Sell Better Than Generalities

Imagine you’re shopping online for running shoes. You see two ads:

    • Ad A: “Great shoes for everyone. Comfortable, stylish, affordable.”
  • Ad B: “Lightweight shoes built for marathon runners who struggle with knee pain.”

Which one grabs your attention? Unless you’re a marathon runner with cranky knees, maybe neither, but if you are, Ad B feels like it was written for you. Suddenly, your wallet is halfway out of your pocket.

That’s the power of specifics. People want to feel like you “get” them. When you describe their exact problem, lifestyle, or dream outcome, they don’t need convincing – you’ve already won them over.

The Problem With Being Generic

When you try to sell to everyone, your message gets watered down. Instead of making someone feel seen, you sound like background noise.

Generic messaging: “We help businesses grow.”
Specific messaging: “We help female-owned e-commerce shops increase repeat orders with email campaigns that feel like a friendly chat, not a sales pitch.”

See the difference? One is wallpaper. The other is a spotlight.

How to Get Specific Without Getting Creepy

Now, let’s be clear, you don’t want to cross the line into stalker territory. (“Hi Sarah, 37, from Austin who Googled ‘hair loss solutions’ at 2:17am last night!”)

Getting specific is about speaking to types of people, not outing their internet search history. Here are a few ways to do it:

Zero in on a Niche

The riches really are in the niches. Instead of trying to market to “homebuyers,” why not target “first-time homebuyers in their 30s who are overwhelmed by paperwork”? That’s a message you can build campaigns around. Even industries like real estate are catching on – services built around buyers agent lead generation thrive because they connect agents with highly specific, ready-to-act prospects instead of wasting time on lukewarm leads.

Name the Pain Point

Your ideal customer has a problem keeping them up at night. Find it. Name it. Then show them how you solve it. Instead of saying, “We offer tax help,” say, “We help freelancers who panic every April because they’ve mixed up their invoices and expenses.”

Paint the Dream Outcome

It’s not just about solving pain; it’s about showing the future they want. “Lose weight” is vague. “Finally zip up your favorite jeans without lying down on the bed” is specific.

Use Their Words

Talk to your customers. Read reviews. Stalk (lightly) on forums. The exact language they use is the exact language you should use. If they say “I feel overwhelmed,” don’t call it “decision fatigue.” Call it overwhelmed.

Specificity in Action: Real Examples

Let’s say you’re a copywriter. Which pitch works better?

A: “I write copy for small businesses.”

B: “I write product descriptions that help eco-friendly beauty brands double sales on their online store.”

Or you’re a fitness coach:

A: “I help people get fit.”
B: “I help new mums rebuild core strength and energy without spending hours at the gym.”

Which do you think will get more “take my money” responses? Spoiler: it’s always the one that makes people feel like you’re in their head.

But What If I Exclude Potential Customers?

This is where a lot of business owners freeze. They’re terrified that by niching down or getting specific, they’ll scare people off.

Here’s the reality: you will scare some people off, and that’s good. You don’t need everyone. You just need the right ones. Those who resonate with your specificity are far more likely to buy, stick around, and tell their friends.

Think about it this way: would you rather have a crowd of 1,000 mildly interested people or 100 who are ready to buy right now?

Where to Get Specific

Specificity isn’t just for your website headline. You can use it everywhere:

    • Social Media Bios: Instead of “Helping people live their best lives,” try “Helping remote workers beat burnout with 10-minute daily routines.”
    • Email Subject Lines: Which would you open? “Tips for saving money” or “How to save $50 a week without giving up coffee.”
  • Sales Calls: Stop with the vague “Tell me about your business.” Try, “I work with founders who are overwhelmed by marketing and want a clear plan that doesn’t eat up their weekends.”

The more specific you get, the less you’ll sound like every other business fighting for attention.

A Quick Framework: Who, What, Why

If you’re not sure where to start, try this formula:

  • Who are you talking to? (Be clear about their identity.)
  • What problem are they facing? (The pain point.)
  • Why should they care about your solution? (The dream outcome.)

Example: “I help independent bookshop owners (who) attract more foot traffic (what) so they can compete with big-box retailers and keep their shelves, and communities, thriving (why).”

The Bottom Line: Get Specific or Stay Invisible

In today’s crowded marketplace, being vague is the fastest way to blend in, and blending in won’t pay your bills. The businesses that thrive are the ones that know their people inside and out, speak directly to them, and aren’t afraid to get niche.

So, stop trying to be everything to everyone. Narrow it down. Get specific. Talk to your people in their language about their problems and their dreams.

Because when someone feels like your product, service, or solution was made just for them, they’re not just interested, they’re sold.