The antidote to mass marketing

General Marketing Ideas

by Mark Nagurski, August 27th, 2008

Seth Godin comments on the ‘first law of mass media‘:

Organizations will work tirelessly to de-personalize every communication medium they encounter.

Needless to say the same is true with mass marketing. Why? Scale and lowest common denominator appeal. As a small business however, you’re in a position to go against the grain and appeal directly - and personally - to a tightly defined market.

So how can you compete with the big players in your market? Get personal.

Where they commoditize - add value. Where they play safe to appeal to the broadest market - take risks. Where they use systems and procedures - treat people as individuals. Where they stack ‘em high and sell ‘em cheap - specialise and be the expert.

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