Many people who develop materials try to create something for “everyone.” After all, everyone needs good information and would probably benefit from knowing what you have to say. In reality, no one thing is right for everyone. Instead, certain things tend to work best for certain groups of people. The more narrowly you can define these groups, the closer you will come to meeting their needs. That is why materials should speak to a particular audience: people who share similar characteristics and have similar information needs. If it happens that they also resonate with other audiences, consider it a bonus! You can define your audience in.
