Good marketing introduces nuance instead of relying on simple categories. By making deliberate distinctions—customers versus clients, whale bait versus fish bait content, pure value versus insight—you signal deeper knowledge and make people curious about what else you know.
Good marketing creates nuance. I believe good marketing is, well, it's many things, right? But one of them is creating nuance. And what is that specifically? Is that people want to put you and your work kind of in a box, and that's why they want to say something like, oh, you're a coach, or you do fitness, or you do business coaching, or whatnot. And it's not because they're evil or they're trying to demean your work in some way. It's just that it's an easy way to remember things when you label them as black and white. As humans, we like to label things as good, bad, right, wrong, effective, not effective. And your prospects and your audience are not any different, but introducing nuance actually helps them understand the world in a better way and makes them ask, what else do you know? So if you see my marketing personally, it's full of nuance because I do think that it's useful to make distinctions between, for example, customers and clients. A lot of people treat them as the same thing. I don't, I think they're very different and they should be treated and marketed to differently, or whale bait and fish bait. Most people just call it content, but there's a big difference between posting fish bait and posting whale bait. Value and insight, it's just content, right? But I make the distinction because it is useful, and that makes people, at least some people, lean in and say, what is this? What else do you know? How can I apply this? And it makes people interested in what you know.
