Tip O’Neill, former Speaker of the House, once famously said “All politics is local.” A lesson he learned in his first political loss was this: unless you connect to the needs and desires of the folks near you, you won’t be successful.
And, in this emerging era of “creeping impersonalization”, I think any effective marketing will be “local marketing”.
As an example, I have a standing appointment every other Saturday morning with my hair stylist, and I never miss! I asked myself, what is it about my hair stylist that she delivers and her competitors don’t?
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