I’ve always been fascinated by marketing.
From why so many fast food restaurants have used red in their branding (it makes us hungry). To the psychological tactics used by infomercials to persuade us to buy (social proof, scarcity, pricing tactics, etc.).
As a result, I’ve purchased dozens of books on marketings and psychology.
I worked with my friend Jonathan. A fantastic small business owner and copywriter.
Jonathan built a six-figure business by himself mainly due to his copywriting skills.
Between all the books, courses, and educational material I’ve consumed and learned from a mentor I’ve gotten decent at using these techniques.
I’ve built a business in part because of these techniques.
The problem is that it can end up feeling hollow and dishonest.
Just like all the music theory in the world won’t make a songwriter write great songs all the marketing knowledge in the world won’t make your audience grow to love your work.
Here’s a simple thought trick I use to solve this problem…
When I was a teenager, I probably made hundreds of mix tapes.
I put great thought and care into each tape. My friend Alex (who loved blues guitar and lived in an abandoned house) got a much different tape than the girl from high school I had a crush on when I was fifteen.
The point is that I curated a particular selection of music for each person.
What if when we created something for our audience, we pretended like we were making a mix tape for them?
Here’s a simple step-by-step way to do this:
- Think of a real person you know consumes what you make.
- Consider what they’re struggling with and what they need.
- Think about how you would provide content to them if they were a good friend.
Let’s stop thinking of our audience as an abstract mass of people. Instead, let’s imagine we’re making useful art for one person.