More isn’t better
If we were to offer you an audience of 1000 people randomly selected to listen to your sales presentation or 100 people interviewed and vetted to likely become a customer, which group would you choose if the cost was the same?
If smart, you’d choose the group of 100.
You already you know they are more likely to become customers so you can tailor your presentation to the, further increasing the chance of converting them.
That group of 1000? You need a broader message to reach them. Over time many will be weeded out leaving a smaller group to reach and now a less broad message. Until you get down to the most likely to convert – the 100 in the other group!
That mass approach results in more work, time, and a greater financial investment.