A short YouTube monologue by James Laughlin diagnosing a common marketing mistake: brands either target a specific audience well or try to speak to everyone and end up resonating with no one. The speaker argues that rather than adding more content, brands should occupy a specific mental/habitual space in their audience’s daily life by solving a real problem and clearly explaining why the audience should care.
The gap I see often between people's intentions and the content they're creating and results or success or successful brands is one knows who they're going after and they go after them and the other one is trying to speak to everyone and you end up speaking to no one. It's not about trying to grab their attention away from what they're currently doing. It's about how can you occupy that space in their brain or part of their habits of what they're doing every day with your content and how can you solve a problem for them because no one needs really more content. Like we are absolutely infiltrated every day with content coming out of our ears. You just have to open it up, open an app and you could get lost for hours, hours and hours and hours. It's endless. So if you've got a product, best believe they're not going to care about it until you tell them why they should care about it.
