Take two magnets and push them together. See how well they connect. If they are strong enough, one can actually attract the other one to it.
Now turn one magnet around. See how it pushes the other magnet away?
Magnets are governed by universal laws of physics. The stronger the magnet’s ability to attract, the more it will also repel. Your advertising works the same way.
You cannot attract everyone. It is impossible to be everything to everyone. So focus on those you wish to attract the most (hint: like the magnet, it is those who are already aligned with your way of doing business), knowing full well that the stronger you try to attract them, the more you will repel others (who weren’t aligned with your way of business in the first place.)
Your goal should be to have an ample supply of people who love your advertising and hate it. No middle ground. The opposite of love isn’t hate, it is indifference. And the worst thing your ads can stir up would be indifference. If they do, you’ve just wasted your money.
PS Yeah, I learned that from the Wizard. Have you signed up for his free Monday Morning Memo? It is the first email I read every Monday morning.