Stop Trying to Reach Everyone: Why Your Content Isn't Working (And How to Fix It)

You're posting content consistently. You're trying all the platforms. You're putting in the work. But your videos are getting crickets, and you can't figure out why.

Here's the brutal truth I learned after posting over 10,000 videos: You're trying to reach everyone, which means you're reaching no one.

The Problem That's Killing Your Content

I see this everywhere. Businesses posting "a little bit of here and a little bit over there." One day you're talking to new entrepreneurs, the next day you're trying to help seasoned business owners, then you pivot to general life advice.

You think you're being helpful. You think you're casting a wider net.

You're wrong.

Why "Everyone" Is Nobody

Here's something I wish someone had told me years ago: you're not unique in how you use social media. I know you think you might be, but you're going to be the same as everyone else.

When I'm doom scrolling TikTok at night before bed, I want pure entertainment. I don't want to learn about tax law or business strategy. But in the middle of the day when I get an email about something business-related? I'm typing that question into Google or YouTube because I want to learn.

Same person. Different needs. Different times. Different platforms.

Your audience works the same way.

The Billboard Strategy That Actually Works

Think about billboards on the highway. You see the same McDonald's sign every day on your commute. At some point, even if it's subconscious, you remember it.

Content works the same way.

If you keep showing up, talking to the same core group of people over and over and over, they'll remember you. My buddy Bill posts about used cars constantly on social media. Guess who I'm calling when my car breaks down? Bill.

Not because his content was groundbreaking. Because he was consistent with his message to his specific audience.

How to Find and Focus on Your Core Group

Stop trying to help everyone and pick your people. Here's how:

1. Get Wildly Specific Instead of "entrepreneurs," think "service-based business owners struggling to create consistent content." Instead of "people who want to get fit," think "busy parents who want to work out at home in 20 minutes or less."

2. Talk to Them Like They're Sitting Across From You Use their language. Address their specific problems. Reference their daily struggles. When they hear your content, they should think, "This person gets me."

3. Stay in Your Lane Once you pick your core group, resist the urge to branch out. Every piece of content should serve that specific audience. Every single time.

The Platform Reality Check

Different platforms serve different purposes, and your content should match how your core audience actually uses each platform.

If you're a professional service business thinking you need to be on TikTok because "that's where everyone is," stop. I would never watch business advice when I'm doom scrolling at night wanting to be entertained.

But that same business advice? Perfect for YouTube when I'm actively searching for solutions during my workday.

Match your content to how your specific audience uses each platform, not how you think they should use it.

The Bottom Line

After 10,000+ videos, I don't have some secret formula for you. I wish I did.

Here's what actually works: Pick your core group. Talk to them consistently. Be wildly specific about who you're talking to.

Focused beats scattered every single time.

Your content isn't failing because you need better hooks or fancier editing. It's failing because you're trying to be everything to everyone instead of being exactly what your core audience needs.

Stop casting a wide net. Start building a loyal audience that actually cares about what you have to say.

That's it. That's the magic formula everyone's looking for.

Ready to stop wasting time on content that doesn't work? Pick your core audience and start talking directly to them. Your future self will thank you.