Which is better for your business—more people who know about your brand, or fewer people that it matters to?

It’s not hard to make our marketing more urgent with better calls to action, bigger ‘buy now’ buttons or a hundred and one other attention-grabbing tactics that don’t scale. What does scale though is affinity. The magnetic pull a person experiences when they feel like they belong.

Attention and awareness can be fleeting, random and accidental, but affinity if nurtured, endures.
There’s a difference between getting people to notice and getting them to care.

What is your marketing designed to do?

Image by Geraint Rowland.