One of the things I've learnt is the size of your audience doesn't matter - at least not initially. What is much more important is that the messaging you use c

One of the things I've learnt is the size of your audience doesn't matter - at least not initially. What is much more important is that the messaging you use cuts through the noise. That means they read the half sentence of your headline and think "I need that". You have literally four or five words to show them that you 1) understand their problem, 2) know it's a problem that they NEED solving and 3) have the solution they've been waiting for. The rest of your copy just consolidates this initial impression. And without that "I MUST HAVE IT" initial reaction the biggest audience in the world is a waste of time.