You can't possibly craft a marketing message that appeals to everyone. As the old saying goes, "what's good for the goose isn't always good for the gander". Here's what I mean: everyone buys a product for a different reason. Bob might buy life insurance because his parents did and that's what he thinks is the right thing to do. Jim might buy life insurance because he wants tax advantages. Now if you tried to craft a marketing message that used the appeal of "buy life insurance because it's the right thing to do", you'd attract Bob, but you would.
