Different people experience problems in different ways.
Once you analyse you audience and define who they are, you might find that this group could be further categorized based on their journeys, emotional involvement, level of desire or consequences among other things.
Each of these groups are possible segments you can target more specifically.
By developing an audience persona for each on of these market segments, you can develop more specified communication strategies to resonate with them on a deeper level.
Connecting with your audience is about specificity.
If you can make them feel that you are speaking directly to them and their exact situation, as opposed to them as part of a broad group, you’re far more likely to resonate with them.