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Screw Mass Marketing
BY HIRO BATSU | 1 min read


Let’s read #6 from a Tim Ferriss Not-To-Do List:


6. Do not over-communicate with low-profit, high-maintenance customers

There is no sure path to success, but the surest path to failure is trying to please everyone.

Do an 80/20 analysis of your customer base in two ways–

which 20% are producing 80%+ of my profit, and

which 20% are consuming 80%+ of my time?


While it’s natural to want massive appeal-- massive appeal is unnatural and moreover, it's undesirable.

If what you have to offer is truly unique and innovative, it will only appeal to a specific niche, namely: Other Innovators and Early Adopters (per the Product Adoption Curve).

As they say: “The universally accepted is universally mediocre.”


So, to get over the desire for mass appeal and the fear of rejection let’s just say some of the following truths out loud:


“Some people are going to hate what I’m doing!”

“Few people will be a perfect fit.”

“I will lose money, time, and energy trying to sell to people who don’t get it.”


This is why:

Screw mass marketing, find your niche.

Sure, it’s intimidating to narrow your outreach-- the rejection and resistance may seem more personal.

You may feel like target marketing is a make or break game.

But, that’s not true.


Whether you’re trying to sell a product, service, or idea-- or if you’re scouting for innovators.

Stop trying to appeal to everyone.

Sometimes you have to ignore or turn down offers in order to get a truly beneficial fit.


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