Inside a politicians list-building antics

Every year around this time,

the TV is non-stop with election ads trying to get me to “vote for you”.

Yeah, tough luck.

In a world where everyone is doing the same thing,

it only takes a small (but bold) action to stand out.

For instance…

I remember sitting in my parents living room when I was younger, and at 7 PM one night the door bell rang.

It was a familiar face

(I think the guys daughter played softball with my sister)

and he seemed to be making his rounds through the neighborhood.

My parents invited him in and he explained that he was running for mayor.

At the time, he had a tight budget and worked a full-time job.

But in his little spare time he hoofed it on foot around the city knocking door-to-door to build relationships to show why they should vote for him.

He could’ve spent what little money he did have to send out direct mail pieces.

Or, he could’ve borrowed money to run a TV ad.

This reminds me of most people trying to build an email list these days…

They see their favorite blogger using some tool so the have to buy it, too.

Or, better yet,

they try running ads on Facebook with little-to-no success because they don’t even know who their target audience is.

(they just target the pages of their favorite bloggers and podcasters, who they secretly envy because of their success)

When, instead,

they should be “running for mayor”,

and being self-aware enough to know their role.

I’ll explain more about this powerful logic in tomorrow’s note.

Jeremy Montoya

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