Everybody that does or everybody that doesn’t?
Would you rather sell to people who go to book stores to buy their books?
Or the people who don’t go to book stores at all?
Would you rather sell to people who go to a dealership to buy their new car?
Or the people who bought privately?
Would you rather sell to people who buy vintage clothing at a boutique store in SOMA?
Or the people who buy at Old Navy?
You can’t sell to “Everybody who does X” and “Everybody who doesn’t do X” at the same time and certainly never with the same message.
Picking either/or always has to be a decision of “This is my audience.”
Yes, there are people who buy at both, but you still can’t treat them as “Somebody who does X” and at the same time “Somebody who doesn’t do X.”