Seth's Blog : Comparing % and mass

Direct marketers don’t care how many people they reach.

They care what percentage take action.

Brand marketers have trouble measuring action, so all they have to work with is reach.

If you can measure, stop worrying about big numbers when it comes to reach. Run away from the Super Bowl or a billboard on the main highway.

Small audiences are your friend, because small audiences are specific, and specific increases your percentage.

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