The antidote to mass marketing
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.
![[del.icio.us]](http://www.reallypractical.com/wp-content/plugins/bookmarkify/delicious.png)
![[Digg]](http://www.reallypractical.com/wp-content/plugins/bookmarkify/digg.png)
![[Technorati]](http://www.reallypractical.com/wp-content/plugins/bookmarkify/technorati.png)
![[Email]](http://www.reallypractical.com/wp-content/plugins/bookmarkify/email.png)
0 comments
What no comments yet? ... Why not kick things off and earn some good blog karma?
Leave a Comment