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    When you're selling retail goods, computers, insurance, or web applications it's a good marketing strategy to differentiate yourself with a Unique Selling Proposition (USP). You know what a USP is: "So easy a caveman can do it", "Just do it", "The happiest place on earth", "The ultimate driving machine" There's no shortage of "marketing gurus" telling (and selling) artists on the idea that they need to develop a USP. I spoke with one artist the other day who took a marketing course and spent days developing her USP, wrote down a pretty little slogan, and then filed it away and went back [...]

  Attracting one new deeply committed fan is worth far, far more than attracting 100 mildly interested visitors to your website.   Consider what Jonathan Mead wrote in this blog post:   I’ve learned that there’s no guarantee that growth will make a difference in your business. You can have more people on your list, and no one actually buying. You can have more traffic, and only crickets in your comments section. There’s a big difference between growth that’s meaningful and growth that’s hollow. The difference is depth....People that buy everything you create...They comment on every post. They tell everyone they can about what you do. - [...]