Sometimes Being Average is Better Than Average

Seth has an interesting riff on marketing to the "average crowd."

Okay, it's true. In every category, in every profession, half the people are below average.
This matters to marketers.

It matters because if you expect your customers to be smarter than average, you've just lost half the potential market. It matters because if succeeding in a project requires exceptional effort, you better realize that not just any team member is going to make it work--actually less than half of the pool might.

Same with the consultants, designers and yes, lawyers that you hire.
Mass marketing works best when it assumes that everybody in the entire chain is just plain average. Or even a little bit less. Sorry to lower your expectations.

Read more here.

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