Is it possible to address multiple buyers/personality types with a single copy message? The ClickZ article, The Way Customers Want to Buy, seems to be saying yes. I came of age steeped in the tradition of one audience, one message. If you have two audiences, then you need two messages. It makes sense, if you try to hit everything, you're likely to hit nothing. I've gotten to be good at projecting myself into the mind of a hypothetical buyer - even a buyer who thinks and interacts radically different than I do. I'm less comfortable trying to speak to several buyers with the same message. Would my message be diluted or strengthened by trying to work through that? I'm not sure. I need to think about this more.