Everyone is at a slightly different level whatever the topic. Know this and you'll know why it's so hard to target an audience and convert them all.
Every post I put in the Science of Copywriting is at a slightly different level too (not on purpose). When I go a little 'meta', some love it and some don't.
When I go simple, some love it, and some don't.
And when I talk about my experiences, some love it, and some don't.
To go viral simply means you hit the right audience with the right message at the right time. Getting those three things in alignment is like winning the lottery. Rare.
But the plus side is you don't need to do all the work yourself. You just need enough of the right audience at the right time to make it work.
Malcolm Gladwell called it the 'tipping point'. Once the scales of virality tip in your favour, there's no stopping it.
You're overcoming inertia, the hardest thing to do. No one wants to move if they don't have to, which is why you have to get into your audiences' head to have any chance of making an impact with your copy.
Explain this principle to prospects, and let them know that the more time you spend on researching an article, the better the chance it has.
To learn more about the science of copywriting and how to influence people, join my group over on Facebook. There's no cost: https://www.facebook.com/groups/scienceofcopywriting/