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I’ve built a career off reaching a bunch of people that don’t care.

Let me back up and provide some context. A prospective client asked a question about Facebook marketing, and my colleague and I were caught like two deer in headlights.

“What’s the point of marketing on Facebook? There is so much waste in reaching a bunch of people that don’t care.”

Our shock came not from Facebook specifically, but a larger disconnect with marketing in general:

Marketing in general produces so much waste and reaches a bunch of people that don’t care. Not just Facebook. Digital, Social, TV, outdoor, direct mail, email, etc. reaches a majority of people who don’t care.

It’s kind of the thrill of the chase in marketing.  Our goal as marketers is to reduce that waste and find more people that care.

We’ve had campaigns where 99.5% of what we put out would be considered waste, but the campaign was still a success.  We’ve had campaigns where only 50% of what we put out was waste and it still wasn’t a success.  Success can vary so much and be impacted by so many factors.

We must focus on finding profitable ways to reach consumers and testing is necessary to determine what success looks like.

Again, I’m glad I’ve been able to build a career off reaching a bunch of people that don’t care!