What do you do if you want to find the area of a weird shape?

You can, I’m sure, calculate the area of a rectangle – length times width. Circles and triangles are easy, too.

Hexagons, parallelograms – as long as it’s simple, it’ll have a rule for it.

But if you place a random, chaotic blob on a piece of paper, how do you measure that?

An easy strategy is the Monte Carlo method:

Place dots randomly (and it has to be truly random) on the page. Count how many dots are inside the shape. Divide that by the total number of dots and you have the ratio of shape to whitespace.

It works for calculating area.

It’s terrible for marketing, though.

If your marketing strategy is random, you’re going to spend a lot of time and money getting no results.

Or such piddling results it makes you question your knack for business.

It’s not you – it’s the inevitable result of unfocused Facebook ads, Twitter ads, Google ads, email swaps, print media, flyers…

“But William,” you say, “of course my marketing isn’t random.”

Do you have a marketing strategy, pendo?

If not, then it may as well be plucked from quantum physics.

Sure, you can try stuff. You can experiment and see what works. You might even dive into a dozen different means of marketing, seeing what works.

Testing is good.

But it’s not random if the testing aligns with your strategy.

You might (wisely) decide to dive into email marketing. You might have heard the honest truth that emails are a great way to build a relationship and sell, all while avoiding the scummy privacy violations and risk of deplatforming that social media brings.

So you create a bribe to get them on your list.

Then start emailing them.

But what bribe will they respond to?

What emails will they read?

How often should you send them?

You can experiment and try a few things. But think about how scientists experiment. They don’t try random stuff. They think of intriguing ideas and notice interesting things, then follow up on them.

The use inductive logic, starting from observations and creating theories to explain them.

Or the deduce, starting from theories and predicting what they’ll see.

They don’t much around with whatever and hope for the best – not the smart ones, anyway.

Email marketing is exactly the same way. You need to start with your market then create your offer, not the other way round.

Being too random is for hobbyists, not business professionals.

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