April 17, 2019

Is it REALLY true that people won’t read very much?

There’s an assumption in marketing that people won’t read very much, and won’t think about things very deeply.

That’s probably true for 90% of the population…

…but it isn’t always true.

One of the lists I subscribe to is Maria Popova’s Brain Pickings letter. The letter goes out once a week, and contains a cross-disciplinary investigation of art, science, design, history, philosophy, and more. Maria’s emails are well researched, illustrated and detailed. I don’t even like to read them on screen – I’ll often print it out.

For me the cross-disciplinary aspect is critically important – without insights from a range of disciplines I would quickly become bored. It’s the same reason I don’t just write about Google Ads, copywriting, or some other tactic in this letter. It would be dull for you, and for me.

You have to decide who you want to attract with the content you put out. Do you want to attract people looking for tactical soundbites about a specific topic?

Or do you want to attract people like me, who disappear down four intellectual rabbit holes at once?

The former outnumber the latter, by a long way. But the latter do still exist, in large enough numbers to build a sizeable business.

The most important thing is to choose.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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