“I'd rather have ten people who are mad for it than ten thousand who aren't.” – Peter Hook, Born Feb. 13, 1956.

Who wants a lukewarm audience? Who wants readers with only a tepid interest in your topic? Who wants fair weather followers who can take you or leave you?

I want people to either love me or hate me.

I want people who are addicted to this topic I care about.

I want people who are passionate about what we do.

Inside that overlapping Venn diagram, I find my true fans. They are passionate about persuasion. They are addicted to consuming information on that topic. And they think I am cool.

Or hey, maybe they think I am full of shit and they disagree with every word I write. I'm okay with that, so long as they show up every day to read me.

But the true fans that DO love my steez will buy everything I make. Therefore, I want as many true fans as I can get. I want to make casuals into hardcore fiends.

And I want to drive away the people who aren't a tight fit with my philosophy and outlook. Because that only draws the tight matches closer.

Now – let's get tactical.

Consider your own business in terms of this core audience of true fans. Can you create $1000 worth of new product in a year? $2000? How will you find and cultivate the people who have that budget? How many are there in that category? Where do they hang out?

Those are the questions a MARKETER seeks to answer. Not what font to use. Not what is the perfect headline color. Not how many testimonials you need. Those are secondary questions.

Primarily, you want to know WHO is going to buy your shit and WHY. Then find them and just tell them HOW.

Fortunately, we live in an age where the internet makes it easy. For a few bucks, you can laser focus on them and only them. So why aren't you doing that?

I feel like I do OK at it, and I strive to share what I know with you all here. If you find these posts useful, reach out and let me know. If there is something I can help with that I'm not telling you, ask.

I'm into it. And I'm glad you're here.