The biggest mistake I see people make is they start with figuring out how they can get a large reach. That is bad news. Start by figuring out the type of person you want to target, and where a bunch of them congregate. From that point we can figure out how to target them or get our message in front of them. You'll see throughout the rest of the book that this can be the easy part. First we have to know who they are and what they like.

Sending out an email to 15 million random people would probably be less effective than engaging in a real conversation with a dozen of these folks.

We just avoided a lot of wasted time.