Does it drive you crazy?
Is there something about your target audience that you don't quite get? A part of them you can't understand?
Does it drive you crazy, because they seem so irrational?
You might find the answer for how to reach them here. People from a variety of perspectives contributed to this curated article, including myself. My answer is consistent with some others, that you need to understand their context. Unlike them, I have a framework to help you more fully understand their context.
If you want help in diagnosing the source of irrationality and what you can do about it, contact me. I can help provide a new perspective.