Do you speak differently to your dog than your car? Do you speak differently to your spouse than your siblings?
Do you speak differently to your boss than to your clients?
Because they all hear, understand and relate differently to you. They all have their own quirks and idiosyncrasies. They all have different expectations of you.
So is the difference between “anyone who will hire me” and your ideal client. When your marketing, your blog, your podcast, your sales material speaks a certain way, tone, verbiage, vocabulary etc. you may lose a segment of your desired audience or attract an audience you don’t want.
Choosing WHO you want to serve will drive how and why you communicate with them.