Your product is never for the masses. Mostly because people have different preferences, so it’ll be tricky creating a marketing message that appeals to even the large majority of that mass target market.

You’ll also find that the mass market is already using products that they are more than satisfied with. And, they are not going to change their mind just because you say so.

No – it’s better to learn how to win one customer, and you’ll find that your marketing message will be strong, concise and appeal to many others with very similar tastes.

Let’s say your product is cheese. Imagine your customer eating his favourite cheese. What would you tell him to get him to change his mind? Whatever it is, that’s the type of content that you should be creating.

You cannot convert thousands of customers until you have learnt how to win the favour of one.

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