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889: The New Local

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We used to market locally, because that’s all there was. There was the nearest town, the one beyond that, and that was it. At least, unless you were a mega-brand with deep, deep pockets.

Then the Internet happened, and we all got access to everyone. Facebook ads that can target anyone anywhere in the world meant that everyone can be as ‘local’ as everyone else.

Then local changed again. Because “everyone in the world” is too many people. No longer scoped by geography, our new local is “people who are just like us”. I’m typing from England with a friend in Croatia as I write this, and he’s far more “local” than my next-door neighbour.

When you go to market, you’re going to go “local” again. Be sure to select the right kind of local. Only two of the three work anymore, and only one remains when the world goes on lockdown.


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My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters for the betterment of your cause.

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1016: Finished Enough

It’s probably “finished enough” to publish and come back to. Learning from what people thought about it, or didn’t understand, or want to see more or, could help turn your work into something you can be really proud of.

You are creating what matters.

How can we help you sell it better and make more impact?

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