In marketing your business, every audience does not need the same information. For example, if your audience was children and you were selling a cereal, you would tell them that it is yummy and it has a toy and is endorsed by a cartoon character. Children do not need or want to know that the cereal is healthy, or what ingredients it has, or how much sugar or fat is in it.
Sometimes you can also not give an audience enough information. If you are marketing a product, you need to ask yourself what your target audience is. Then you ask yourself what is important to them. For example, if I am marketing a high fiber cereal to health nuts, I will want to give them as much nutrition and health information as possible.