Russel Branson

Dan Kennedy calls those people “shovel sellers” because during the gold rush, the people who made the most

money were the ones selling the shovels. Today’s “shovel sellers” are selling you Internet

marketing strategies without actually using any of the strategies themselves.

To create hyper-targeted messages, you have to know your target market inside and out. Successful businesses get inside of the customer’s mind and find out what the individual really cares about. What are their pains and passions? What do they desire?