"Generality Is the Enemy of All Art."

Constantine Stanislavski, Acting Teacher

He was talking about acting, but I think about this all the time in marketing.

Because when brands try to speak to everyone, they often end up connecting with no one.

The messaging gets watered down. 

The voice feels generic. 

And the impact is minimal.

But when you really understand your audience—who they are, what they care about, what keeps them up at night—you can write with clarity, empathy, and intent.

Effective copy doesn’t shout into the void.

More often than not, it’s a friendly conversation with a person who wants to know that someone hears and understands them.

I asked someone recently who their target audience was and the answer was “everyone. Everyone needs insurance, right?” 

I love the thinking behind this because from their perspective, it’s a great business opportunity and it really does apply to so many people.

But as a writer, my mind immediately went to the fact that within that group of people, everyone’s needs will be different. A young kid who needs car insurance for the first time will require different messaging from a parent or professional who’s looking for a life insurance policy.

That’s when your message actually lands—by being specific. 

So if your content feels like it’s not resonating, ask yourself:

Are you trying to reach everyone?

Or are you writing for someone?

Specificity isn’t just good for storytelling. It’s good for business.

It’s how you make someone feel seen. It’s how you guide them toward action. And yes, it’s how you make the sale.

#Copywriting #Marketing #BrandVoice