The One VS The Masses

One of the most important concepts when it comes to creating an ad, or even when it comes to the type of offers/products/services your business creates is thinking in terms of “the one” instead of thinking in terms of the “masses”.

And here’s why that can be difficult to do.

You’re absolutely fired up about your business.

You immediately think about all the potential people you can serve.

So many options.

So many different types of people within your potential market.

So, what tends to happen?

You create advertising/content designed to try and attract all of those potential people.

But here’s the thing…

It’s hard to create compelling advertising (or offers) that make a single person think…

“Woah, this ad was almost like someone was reading a page out of my journal”, when you’re simply writing to the “masses”.

What would be better?

Sitting down and thinking about one specific person.

It could be one of your all time favorite customers.

Okay, maybe we shouldn’t have one “favorite” customer, kind of like having a “favorite” child - but you get the point.

A customer who has been an absolute joy for your company to work with.

Picture them in front of you.

In the words of Claude Hopkins…

“Don’t think of people in the mass. That gives you a blurred view.

Think of a typical individual, man or woman, who is likely to want what you sell.

Don’t try to be amusing.

Money spending is a serious matter.

Don’t boast, for all people resent it.

Don’t try to show off.

Do just what you think a good salesman should do with a half-sold person before him”.

And again he says…

“We cannot go after thousands of men until we learn how to win one”.

So again…

Think in terms of one individual person sitting before you.

What’s going through their head? (as it relates to the problem your business can solve)

What have they already tried?

What has worked for them in the past?

What hasn’t worked?

What do they think they know about your business/industry/product/service that just isn’t true?

What do they not know (as it relates to the problem your business can solve) that they should?

What are they worried about?

What are they hoping to achieve?

Write down whatever comes to mind.

The key is to really go deep and study one individual person.

Why?

Because individual people are what make up “the masses”.

And there are “pockets” within the “masses” that think in a very similar way, or have very similar problems they are trying to solve.

Of course, people are unique.

And of course, there are different “types” of customers that your business might service.

But start with one.

Get focused on one.

Build your messaging for the one.

And then deploy your advertising/messaging toward the “one”.

My guess?

Your messaging/advertising may just resonate at a deeper level with those folks.

In turn?

A potentially much better response with your marketing.

Why?

A message that feels genuine (and actually is genuine) and personal (like you are reading a page out of their journal), is more likely to generate a response than a message that feels like it was written for “the masses”.

Next step?

Continue to refine/tweak your messaging for that one individual.

And then?

Work to create messaging for the “next” type of customer you have. (if you have different types of customer)

For your business, you may have one type of customer.

And that’s great, focus on them.

Or, you might have a handful of different types of customers.

But either way, I think the principle remains the same.

Write, and position your advertising and your offers as if you’re writing to one specific person.

Hope this was useful.

Until next time,
Colin