Doesn't this mean we'll have to create more versions of our messages?

Yes, but that's the point. That's how we become more effective communicators.

In the past, we've always had to compromise to create that one, single message that would interest the largest number of people.

That was the best we could do. It's not the best anymore. Now we can identify our subgroups, and we can treat them differently — the way they want to be treated.

Today our messages have to be immediately interesting... or we're spam. Avoiding the 'delete' button is not a matter of coming up with an even better single message. It is best done by tailoring our messages, to suit the different interests people have.