Market To Everyone, Sell To No One

Making content about the unique ideology, ethos, or lifestyle behind your brand means you need to KNOW your brand.

And knowing your brand means you need to know who it's for.

In other words, pick somebody!

But I get it:

You don't want to limit your sales.

You worry that your 'one person' won't care.

Even if you wanted to, who would you pick!?

Here's the thing:

If you market to everyone, you'll be marketing to no one.

It sounds like brands that say:

"It's a lifestyle"

...without telling you what the lifestyle is.

Or... "we make clothing for everyone".

But you can't even tell me one person you make clothing for?

So know this:

Marketing to one person doesn't mean you can't sell to everyone.

Think about the fact that you probably aren't the target customer of NIKE, yet you still wear their shoes.

But picking one person makes every other part of business THAT much easier.

Including selling out clothing drops.

So please take 30 seconds to hit reply and respond to the question:

Who is the one named person who best embodies your brand?

They could be a friend, a family member, or celebrity. But only pick one!

Now, what about them is so aligned with your brand?

Talk about their beliefs, values, interests, lifestyle, personality, etc...

Simply, the defining features that made you pick them as your brand in the flesh.

I'll get back to you with one way you can turn your answer into a specific, brand-aligned piece of content.

Here to help,

Elijah