Episode Details

Most marketers think the way to reach more people is to make their claims as broad as possible. Cast a wide net, catch more fish. But in marketing, the opposite is true. In this episode, Igor explains why the best marketers target one type of person with one specific problem, how to turn a single line of ad copy into a whole series of emails, and why being stuck on what to write almost always comes down to one thing: not doing enough research. He also shares a real example from a B2B software he's developing that cut his webinar registration costs from $8.50 to $2.