…but it’s often overlooked.
A farmer might yearn for twice as much land. But it’s far more efficient to double the yield on the land he already has.
Marketers often hustle to get the word out. To reach more people. And yet, activating the fans you already have–the ones who trust you, who get the joke, who want to go where you’re going–is far more reliable.
If you want to win an election, don’t waste a lot of time persuading people who have chosen to oppose you and your work. Instead, simply create the conditions for those who agree with you to choose to actually show up and vote. And, along the way, to bring their friends.
This is the overlooked secret of my book streak. I write books for my readers instead of trying to find readers for my books.
Marketers face a choice every day: hustle for new people or serve the ones who care. Activation is much more productive than persuasion.