Marketing to the child in us

"If you are selling to everyone, you are selling to no one"... That is Marketing and Positioning 101. I hate to admit it, but I missed a nuance behind this thought.?

It became apparent after watching this brilliant piece of content from the team at WIRED. Watch it and then (please) come back to this article.

When I build propositions or content, I start with two questions:

• Who is it for,?
• What's in it for them.

So, a piece of content that speaks to 'everyone' is a waste (at least that's what I thought)

I feel differently after watching the video from WIRED. Here is why..

This video does two things:

• It does not assume the level of proficiency the viewer has on the topic.
• Gives the viewer (possibly for the first time ever) a private opportunity to crystallize their thinking from Level:0 to Level:PRO

Let's look at an example from the video.

If you have heard about Quantum computing before, I assume you believe that when quantum computers arrive on the scene, all cyber security safeguards (of today) will fail.

When you watch this video, you appreciate why that may not happen, but they do not deliver that information to you like an "FAQ" in the first 30 seconds.

Getting to that answer is a 19-minute long journey, and you choose to take that journey.?Happily.

Content like this can be useful in several stages of the buyer's journey. How ?

If a CTO is your target persona, content like this can give the CTO a story they can tell their CEO, another one for the CFO and also one for someone they meet in an elevator. (All thanks to you)

Few 8-year-olds are searching YouTube for Quantum Computing. However, the 8-year-old in the minds of your target audience is doing exactly that. Serve them with love.