My favorite comedian is Ron White and not because he is the funniest guy around, but because he hands me lines like “You can’t fix stupid” and “I told you that story to tell you this…” among others. Try them out in conversation; they work.
Anyway, during one of his rants on stage where he drinks, smokes and talks, he tells the audience he has a bulldog named Sluggo and because of that, he says people think he is a dog person. His retort is, and I am paraphrasing, “I care about my dog, I don’t care about yours.”
Without knowing it, he has handed the world the best marketing mantra ever. I don’t care if McDonalds sells over 43 billion hamburgers; I only care about the one I just ordered. I don’t care if a soccer tournament has successfully managed the scores of over 900 games in a period of two days; I only care about my team’s scores being correct. I don’t care whether or not Apple has sold over $1 million iPhones in a day; they didn’t have one in stock when I went to buy one at the Mall of America early on a Monday morning.
Nobody cares that your Web site serves up jobs across the country. Do you list a job in their city, in their neighborhood, in their industry. This is why Craig’s List is so successful; they understand that to dominate the world, you must dominate neighborhoods, one block at a time.
If you are not local, you are everywhere and nowhere all at the same time. And now I have to go dominate some bushes at the house on the corner. Tony, you know I’m talking about you 😉