Seth Godin tells us that there are four kinds of marketing situations, and the approach to each is radically different. Yet most of the time, we lump them together as just plain ‘marketing’.
Here’s a quick list of how the four differ:
ONE: You’re a needle, the market is a haystack. Make your needle as sharp as you can, put it in as many haystacks as you can afford. Alternatively, you’ve already decided on your one (the date for the prom or the perfect job). In that case, throw the haystack out and engage in a custom, one-on-one patient effort to tell your story to the person who needs to hear it.
A FEW: Being exceptional matters most. Stand out, don’t fit in. Shun the non-believers.
MOST: Amplify the excitement of the few and make it easy for them to spread the story to the caring majority.
ALL: Compromise. You need to be many things to many people, embraced by the passionate but not offensive to the masses. Sooner or later, the issue for the reluctant part of the buyer community is that it becomes more.