What High School Science Class Can Teach You About Marketing

Excellent marketing is all about… avoiding dilution.

The definition of dilution:

“the action of making something weaker in force, content, or value.”

When you dilute a potent solution with water the solution becomes less potent.

When you do things in your marketing such as:

Spending a small amount of money marketing to a broad group of people…


Marketing multiple services to everyone so none of your offerings get missed by everyone who could possibly see them…

When you do these things, you are diluting the potency of your messages and thus the effect (sales) from it.

When you spend a small amount of money with a broad message, you are in effect “trying to get 1000 people soaking wet with one bucket of water”, instead of actually soaking 10 people with that same bucket of water.

But instead of a bucket of water, we are talking about the money in your wallet – the effect is more potent when you target down and get specific…

You want to leave almost everybody out.

You only have a bucket of water… you are not Coca Cola with almost unlimited buckets of cash.

Keep trying to get all of them wet (heh), but how has that been working for you?

What I am saying is:

  1. Make a SPECIFIC offer to
  2. A SPECIFIC type of person
  3. Tell them SPECIFICALLY how it will help them
  4. On one SPECIFIC platform
  5. With a SPECIFIC deadline
  6. Make a SPECIFIC command for them to do so

This is called direct response marketing because the entire purpose of effective marketing in my opinion is to make the fucking money.

Until that is happening at a rapid and consistent rate and you have gobs of money to experiment and piss away, don’t fucking copy Coca Cola and make ads with polar bears sliding down icebergs to the newest Britney Spears song.

Don’t be afraid to niche down to one specific thing because you think you will leave money on the table in the form of lost opportunities, because guess what:

Doing it this way will at least put some money on the damn table in the first place.