Speak to 20%, Ignore the Rest

Most marketers are afraid to commit.

They write ads for everyone.

Or worse: for some imaginary ideal customer that includes every demographic their product could maybe help.

The message becomes vague. The hook becomes flat.

And the platform has no clue who to show your ad to.

Imagine this:

You’re at a crowded party.

Someone yells, “Hey, everyone! I’ve got something that might help all of you!”

Do you stop and listen?

Of course not. Nobody does.

Now imagine they say:

That’s specificity. That’s resonance.

That’s how good ads work.

Why This Works:

1. The right people lean in. Your best customers feel seen. They don’t need convincing—they just need recognition.

2. The wrong people scroll. And that’s perfect. Because every unqualified click dilutes your data and drains your spend.

3. You train the algorithm. Platforms reward clarity. Focused ads create clearer conversion signals. That means faster optimization, lower CPAs, and higher scale potential.

Try This Instead:

Instead of writing for everyone who might buy…

✅ Write to the top 20%—the believers, the ones with pain, the ones already looking.
✅ Use language only they would recognize.
✅ Include subtle exclusions: “This isn’t for…” or “Not for beginners.”

Stop asking:

Start asking:

You’re not writing for strangers.

You’re writing for someone who’s already halfway convinced.

📉 Broad messaging gets ignored.
📈 Targeted resonance gets action.

So speak to your 20%. Loudly. Clearly. Exclusively.

Let the rest scroll by.

— Peter

P.S. People Don’t Want to Buy—They Want to Escape