I want business owners to focus on audience identification. Instead of thinking that you need to reach millions of people, think about the small slice of that group; geographically, demographically, & psychologically that are good prospects for you.
When you focus in on the right people, the exact people who are your audience members and your potential customers, you can really hone your message and save a lot of money by advertising to the right people and make a lot of money by delivering the right message.
Of course the right message taps into the aspirations, desires, and the fears of your exact, specific audience. If you can identify them, then you can identify what motivates and moves them. Go make it happen!