Specify your "who" - Deepstash

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Specify your "who"

Be very sure you can name one person by name that will do business with you. Can you name ten or a hundred people by attribute?

If there aren't ten or a hundred people who will stop by and do business with you, you should probably make something else. 

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Marketers may fall into the trap that they think they want to sell to everyone. If Coke and Nike sell to everyone, they think they should sell to everyone.

We may know how to make things but making things are not the hard part. What is hard is figuring out what people want and how to earn trust and attention.

Marketing is about how we talk to other people in a way that earns their trust, get them excited and gain enrollment.

You don't get to decide what's important to other people. When you show up, you have to deal with their world views, their biases, their fears.

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