It’s close to ten years ago, but I remember the day like it was yesterday. It was one of my first experiences with marketing. I had only one thought in my mind, and this thought alone was clouding my judgement.
The only thing on my mind at that particular day was to reach as many people as possible with my message. To me, at that time, marketing was all about spreading the word to the whole world at the same time. I didn’t care about people. I didn’t think of it as a process of communicating to people. To me, marketing was nothing but a numbers game.
The numbers game
I’ve talked to a lot of people, and many of them still think of marketing as a numbers game. The more emails you send, the more systems you use, the more blog posts you publish, the more people you reach, the better you’re marketing is. To me, this was my first marketing mistake, and one that I won’t be making again.
Well, it’s true that the more people you send your message to, the higher chance you’ll have that one person will see your message. But still, this was my first marketing mistake.
The power of one
It took me a long time to realize that marketing is in fact a numbers game, but the number is always one.
When I write a blog post, I always write the blog post to one person. I have always one person in mind. It can be a specific person, one of my readers, or just an imaginary friend. No matter what the message is, I am always writing to one person.
When I create an advertisement, I always create the advertisement to one person, and one person only. To me, it’s very important to find the ideal person (who are you selling to), and communicate to this person only.
Why it works
We’re all individuals, and we all think that we’re different, that we’re special. Nobody is quite like us. That’s true, well, to a point. On the other hand, there are groups of people, thousands of people, hundreds of thousands of people, and even millions of people who like the same stuff.
You should create the perfect blog post, or the perfect advertisement, or the perfect marketing strategy to one person. If you do, the chances are very high that this blog post, this advertisement or the marketing strategy will be perfect for thousands of people.
– because there are always thousands of people.
What matters the most is to find the perfect someone (in your mind), and communicate your message to her.