CHAPTER 3

Stay Humble

As counterintuitive as it may seem, it's time to slow back down to a time when all selling, much like politics, was conducted on a local level. Customers weren't “audiences” or “targets” then; they were neighbors, friends, community members, and family. The waitress at the diner remembered your regular morning breakfast order. The butcher knew who preferred which cut of meat before they ever set foot in their store. These people were part of their customers' everyday lives in reactive, mirroring ways that today's brands seem to fall short of.

In the absence of this old-school face-to-face interaction, how do you translate that same personal touch as your local butcher?

  1. Be approachable.
  2. Focus on your audience's pain points. ...

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