Mass marketing

Mass marketing means mass failure... or failure at scale.

If it’s for everybody, it’s for nobody in particular. If everyone’s special, no one’s special.

The struggle with growing your marketing success is not by going for more, more, more, but giving more to your smallest group of audience.

Convince them they matter, and they’ll live their lives needing you - they won’t be able to imagine life without you - you’ll be like air to their breathing.

And they’ll tell their peers like you’re the air to their breathing - so convinced, such insiders to feeling special enough to deserve you - they’ll do your job for you.

That’s when you know you’ve done your job.

So stop screaming to the four corners of the world, "I’m special - love me!" and instead love the smallest of your audiences and then do it again and again and they’ll soon be doing your job better than you are now.

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