Be specific about who your work is for.
What do they believe? How do they see themselves amongst others? What are their tendencies? How do they want to feel? Where do they want to belong? How do they want to win? Who do they want to become?
Once you’ve answered some of these questions, craft a story that intentionally leaves out anybody that wouldn’t gladly say yes to what you have to offer.
When we muddy our message with fluff in an attempt to please everyone, we end up appealing to no one.
Better to be specific for a few.