The purpose of marketing isn’t to convince, it’s to filter.

Convincing comes from people wondering what they are missing. That starts with connecting a big group and then wondering what it’s all about.

When businesses start out, they have zero track record. Convincing someone who wants social proof isn’t going to happen, so your marketing shouldn’t focus on doing so. It should focus on finding those who want to go first with what you’re doing. Eventually, more and more social proof shows up, then more people start making it through the filter. You’re not convincing them, the social proof is.

Connecting a bunch of people in a community, raises the proof. Past results show that it works. That’s the convincing. Everything else is a filter to get the right people to see the work that they could benefit from.