We view the world differently based on our biases, assumptions, values and experience. Our worldview filters what we pay attention to; what we believe.
Our worldview underlies the story we tell ourselves about what’s happening. It drives the guessing machine we use to predict future events.
Your target audience is a cluster of people who share a worldview and who are paying attention to your domain. But, while they notice newcomers, will they notice you?
You must get through their worldview filters for them to notice you. These filters existed long before they ever heard of you. You can’t change their beliefs, no matter how convincing your facts. You simply don’t have the time or money to get them to change.
Getting through their filter does not mean just telling them what they want to hear. You can, and should, campaign for change; but do it later, when they are listening to you.
Before they can listen to you, they first have to notice you. And for that, your story must embrace and reinforce their worldview. If not, your story will stop dead and you’ve lost.