I wrote this postoriginally for LinkedIn’s marketing and advertising section
When it comes to being a mass market success, the goal is not to market to everyone. Instead, the goal is to market to a small group of people who share a similar worldview as yours. Typically however, marketers spend all their time and budget marketing to the masses, trying to convince the 85% of people who don’t resonate with their products on why they should buy from them. Instead, businesses should only be interested in marketing to the 15% of those who need what they’re selling because they’ll spread your message to everyone else. This is how ideas and products become widespread.
Why trying to market to everyone fails
Joshua Bell, who is a Grammy award winning violinist, conducted a social experiment with the Washington Post, where they wanted to answer the question: If a world famous violinist played…
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