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.
