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# Daily Lab: Say it to someone
- URL: https://kelfordinc.com/daily-lab-say-it-to-someone/
- Published: 2023-03-15T11:17:02.000Z
- Updated: 2026-01-18T15:17:46.000Z
- Description: It’s a little silly to make such a basic point, but groups don’t really buy things—people do.
- Author: Joel Kelly
- Tags: Daily Labs, messaging, persona, customers, value, specific, writing

It’s a little silly to make such a basic point, but groups don’t really buy things—*people* do.

You buy things, I buy things. Sometimes we *represent* other people, businesses or organizations, and sometimes it’s not even our money—but it’s *our decision.*

But most marketing sounds like it’s being blasted out into space, toward some vague idea of an “audience,” or a fictional, fantastical “persona.”

How many businesses do you see messages from, every single day, that you’d *never* buy from? Let’s face it, it’s not because the message didn’t *hit* you, it’s because you *didn’t care* about it.

Because it didn't demonstrate any value *to you*.

So I recommend—even when you hope to reach a lot of people—starting by writing for *just one* in particular.

If you can demonstrate value to one person, you can do it for many.

But if you can’t, that tells you exactly what to work on to improve your marketing.

Read more: [“Dear Charlie”](https://kelfordinc.com/dear-charlie/)