You have to just know who you are building your business for. If you speak to everyone, no one will hear you. You must narrow your ideal client/reader down to a very specific "person".
Everything you post, say, sell should be geared toward this perfect person
Work your way through this challenge to discover just who your IDEAL CLIENT is.
Look for your Gold Nuggets out there in the world. The perfect people who NEED what you have to offer.