REI In Your Car 74: The Key to Success: Go Deep not Wide

Are you using the “spray and pray” strategy for your marketing? That’s how I used to do it. I thought it was a strategy, but in actuality, it was a guessing game. (And I wasted a lot of time and money.)

Since then, I’ve come to understand how powerful focus can be.

In this episode I’m answering a question about direct mail, but I take the question a bit further… I talk about an investor I know who markets in a small zip code and makes a killing. He epitomizes the saying: “An inch wide and a mile deep.”

When this marketing strategy is used, it changes the way you work with your direct mail campaigns. It even changes the way you perceive the numbers and the results.