Marketing is about crowd building. Have you ever walked in a city, seen a long line of people and wondered what they are waiting for? Or seen 20 people on the street staring into a store window at a TV? Crowds have a gravitational pull. When searching YouTube for an unfamiliar music artist, do you watch the video with 256,000 views or 2,600 views? Which food truck line to you get on, the long one or the short one?
The key marketing and branding question is “How do you build a crowd?” How do you surround yourself with appeal and activity that feeds interest – that beckons?
Start with focus. Don’t try to be too much. When you do something, do it well. And do it differently. Be the exception not a rule. Be clear in your value. Be easy to understand. Be easy to share. And always compel. Most people like crowds. We are gregarious by nature.
Make sure your marketing and branding move customers closer to a crowd.