The big drop off
We try so hard to build the first circle.
This is the circle of followers, friends, subscribers, customers, media outlets and others willing to hear our pitch. This is the group we tell about our new product, our new record, our upcoming big sale. We want more of their attention and more people on the list.
Which takes our attention away from the circle that matters, which is the second circle.
The second circle are the people who hear about us from the first circle.
If the first circle is excited about what we do and it's remarkable enough to talk about, they'll tell two or six or ten friends each. And if we're really good, the second circle, the people we don't even know--they'll tell the third circle. And it's the third circle that makes you a hit, gets you elected and tips your idea.
The big drop off is the natural state of affairs. The big drop off is the huge decline that occurs between our enthusiasm (HEY! BUY THIS!) and the tepid actions of the first circle (yawn). Great marketers don't spend their time making the first circle bigger. They spend all their time crafting services, products and stories that don't drop off.