If someone asks you who your audience is for any higher education message you produce, what is your answer? If it's "everyone," you're missing the mark. It's easy to see why that's such an appealing answer. Most higher education institutions cater to very diverse groups of people, all from different socioeconomic, age and sometimes even national backgrounds. But trying to paint your message with such a broad brush can lead to some serious problems, and hinder your ability to differentiate yourself from competing schools with similar offerings.