Broad is your enemy

As a kid, every time I went on a vacation with my parents, I remember hoping for one thing - finding a message in a bottle.

My eyes were scanning the sands and the sea every time I was on a beach.

I have no idea what exactly was I hoping to find. A treasure map?An important message from the past? Or a coded note only I could decipher?

Seriously - what are the odds that even if I found a bottle, there would be a message fitting exactly to me?

Most likely it would be a useless discount coupon torn from a magazine.

Or a poem in a language I wouldn’t understand anyway.Probably something absurd and useless.

But wait, isn’t this exactly how we approach marketing?

We’re just hurling messages in bottles into the vast ocean of the internet.

Hoping. Waiting.

For someone - anyone - to discover them.

But here's the glitch in the Matrix that I realized a long time ago and it changed me as a brand marketeer forever:

In marketing, you won’t get far with yelling. You should be whispering into someone's ear.

Why?

Because "broad" is your biggest enemy.

“Broad” gets you as far as shouting into a tornado. It gets sucked up and spit out, lost in the digital noise.

Being specific will guide your audience through the storm, leading them right to you.

It's like saying a joke in a language that nobody in the room understands.

So, next time you're crafting content, or sketching a marketing blueprint, picture that person.

One person.

Like I’m picturing you now.

Tune your message to their frequency. The 'who' and the 'what'. Think of it as a personal note in a bottle, intended for one single recipient.

Your writing won’t be just another message in a bottle, lost at sea.

It will become a lighthouse, shining brightly for those who are looking for it.

Because when you're the lighthouse, you're not just found.

You're sought after.

Have a great Monday,

Tino

PS: Feel free to forward this e-mail to someone who might be searching for a lighthouse!