Read on and let me know if such an observation would delight or offend you.

I recently reconnected with a peer on LinkedIn after first meeting her 2 decades ago. 

She mentioned that she didn’t understand my job description on my LinkedIn profile.

Now, this could’ve been a piercing dagger to a marketer’s heart as our whole goal is to communicate clearly, especially about what we do.

Instead, I was thrilled!

I told her I worked in the Christian non-profit world, which is a small and specific niche far from her medical/insurance background. 

I also explained why I was careful to use terminologies that would resonate with those inside that domain while being mere words to everyone else. 

Marketing success lies in magnetically attracting and being relevant to the 1% that matters to us instead of the 99% that doesn’t.

Magnetic marketing mandates not being all things to all people.