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I’m on a mission to remove two words from every marketing plan on the planet– General Public.  Here’s why:

The general public isn’t a demographic – it’s just a short-hand term for people we don’t know. Attempting to influence people we don’t know is a good way to spend a lot of energy and a lot of cash for very little reward.  Click here to read the rest at Handshake 2.0.

In the linked post I focused on why businesses should avoid the general public (because Handshake 2.0 is  a business centered site) but like a lot of for-profit advice, it absolutely, 100% applies to nonprofits. That goes double for performing arts organizations. Continue reading →