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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

Marketing Strategy: Want More Business? Alienate More People.

Written By: Greg Hartle | No Comments

More does not equal better. More features does not equal a better product. More attention does not equal more customers. More customers does not equal more profit.

And, more often than not, more is not an effective strategy. In fact, it’s often a failed strategy. Especially when it comes to marketing.

Everyone seems to be after more. More attention, more followers, more likes, more _____ (fill in the blank).

Before you decide to go after more, consider this… 

More people hate Apple products than love them.

More people buy shoes without a swoosh on the side of them than buy Nike.

There are more Bieber-haters than Beliebers.

When it comes to marketing, consider less.

Less focus on finding more people and more focus on targeting the ones who matter. Yes, you’ll alienate a lot of people in the process. But, that’s the point.

Do you think Bieber cares if you hate his haircut when he has thousands of 13-year-old girls screaming for his attention? No. Because you’re not the one paying for his cool leather jacket. Those girls (and their parents) are.

Do you think Nike stresses when a hippy once again passes up a pair of their sneakers in favor of a pair of Birkenstocks? No. They’re focused on the kid shooting baskets at midnight unwilling to leave the court until he hits that fade-away from 15 feet.

Do you think Apple calls an emergency board meeting when the Internet complains about their closed iOS platform? No. The middle-aged mother or father who just bought that iPad, and that iPad, and that iPad, oh and that one, and that one… is far more valuable to them than non-buying technology geeks who complain about their company online.

Want more? Be willing to alienate more.

So does that make sense to you? Does it sound right or is it off track? We’d love to hear your thoughts in the comments below.

Article written by
Along with helping companies take the leap into 21st century business through New Methods, Greg Hartle speaks professionally with businesses, non-profits, and other groups on conscious capitalism, leadership, and integral life strategies.