If you try to sell to everyone you will sell to no-one.
This is because your message, in trying to appeal to everyone, appeals to no-one because it is diluted by too many generalities and too many confusing messages.
It is a busy world out there with every business and competitor trying to grab the attention of customers. You need to stand out by appealing directly to your customer’s needs. This means that you need to understand d exactly who is best suited to be your customer – your Ideal Customer.