Sasha Dichter

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More or deeper?

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Sasha

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More is:

  • The hunt
  • Acquisition costs
  • Onsite blog traffic
  • Splashy PR
  • Small bets
  • Millions of followers
  • Friends and admirers

Deeper is:

  • Relationships
  • Low churn
  • RSS subscribers
  • Specialized media
  • Big bets
  • 1,000 true fans
  • Allies

Neither is better or worse, but  (there’s always a “but”)…  BUT one of these has to be your dominant strategy if in fact you have a strategy.

(And if your answer is “both” then it’s time to reread Kevin Kelly’s original post about 1,000 true fans, starting with,”To raise your sales out of the flatline of the long tail you need to connect with your True Fans directly.  Another way to state this is, you need to convert a thousand Lesser Fans into a thousand True Fans.”  I can think of few things more dissimilar than the actions you’d take to “run out and find new converts” versus “convert a thousand Lesser Fans into a thousand True Fans.”)

So which one is it for you?  And why?

add to del.icio.us : Add to Blinkslist : add to furl : Digg it : add to ma.gnolia : Stumble It! : add to simpy : seed the vine : : : TailRank : post to facebook

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Sasha Dichter

I’m Sasha Dichter. I’ve written this blog since 2008, about generosity, fundraising, leadership and the long, slow work of pursuing mastery. By day I run 60 Decibels. More about me · Browse by topic

Comments

2 responses to “More or deeper?”

  1. Ted Gonder Avatar
    Ted Gonder

    Sasha:

    Thanks a ton for posting this. As a young serial social entrepreneur, these thoughts are always on my mind, and it’s great to hear the truth. You’ve got to be deliberative, decisive, and deliberate.

    Ted

  2. Sasha Avatar
    Sasha

    Thanks, Ted. Choices are hard, but putting them off can be pernicious.

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