Marketers don’t hesitate to run different ads for men and women, for the rich and the poor, for those that travel and those that don’t. The mistake is that we don’t go far enough. There isn’t one market. There are a million markets, each filled with people who share a worldview. The most successful, fastest-moving examples are those where the marketer used a frame to leverage an existing worldview, not to change one. Your opportunity lies in finding a neglected worldview, framing your story in a way that this audience will focus on and going from there.
