Ben Zee's Key Ideas from This Is Marketing
by Seth Godin

Not everyone. Never, ever everyone.

When marketing, you must start with the very smallest viable group.

If your marketing is for your YouTube channel, and you want to make videos on productivity you are setting yourself up for failure, your too broad, and you will be yelling into an ocean (I'll explain more on next idea). 

So, shrink down the problem.

If you want to solve the problem of unproductivity, shrink it to only high schoolers... who are on the debate team... 

the captains of the debate team... and compete in a specific type of debate (LD, PF), who don't have good coaches.

So why?

Think about it like this. 

You don't run ads to sell floaties to a drowning man. You be there to give it. 

However, to sell floaties to someone who isn't planning on swimming, you could put a million dollars into ads. They still won't buy your floaties. 

If someone has a real problem, and you provide them with change that solves their problem. You now have a customer, followers, subscriber, etc.

This is why, when starting off, we target the smallest group possible.

Once you find your smallest viable market, you begin solving their problems. You begin making change, and you provide value. Better value than anything they have ever received before.

after some patience, your product, service, brand, will begin making waves, and you will continue to ride them.

this is the power of marketing. If it interests you, I highly recommend you read this book. but be aware, this book provides value mainly for people that are growing a business or for those looking to get into one. If you fit that description: read away.

thanks for reading,

sincerely,

ben