Most people suck at sales/marketing because they like to connect individually to others. If you’re selling something, even 1:1, it’s usually best to appeal to a group identity.
Tired: people only buy 2 things, happiness and solutions to problems
Wired: People only buy belonging
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Here’s an HBR case study of the idea
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The term every day carry originally came out of a gun community full of middle class white guys
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