If you’re trying to please everyone odds are you won’t please anyone.
I don’t like feeling like I’m just another face in the crowd to large companies, and mass marketing does a good job of making me feel this way. After all, they seem to think my unique interests, the things I enjoy, the people I spend my time with, can be targeted by the same ad campaign that targets everyone else.
I’m a little more unique than that.
And really, part of it is just a matter of them being lazy. They don’t want to take the time to design a unique newsletter or brochure, or do the proper research to make a direct mail postcard campaign work. No, they just want to make a single ad that everyone will like.
This is just a failure on their part in understanding their market. If they won’t take the time to develop a good strategy I won’t take the time to come and shop with them. I can’t put it more simply than that.
Maybe those mass marketers will start to learn their lesson. Until then, I’ll give my business to the store who takes the time to understand what I want to buy.
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