​In marketing, we typically learn about the importance of getting people’s attention.

To try to stand out, to be more charming, to be more persuasive.

​But that’s not what I’m trying to do…If anything, I’m trying to blend in. I know that my ideal audience will spot me, even in a sea of social media posts.

Being flashy tends to get unwanted attention. Irrelevant comments. More spam. It may seem like more followers, yet strangely, still poor sales in one’s business.

Your audience may grow in the wrong direction, which increases your marketing costs over time, as it costs more to reach more people.