When we’re doing marketing of any kind, we’re speaking to one person at a time. Each of our fans or clients or whatever can only experience the world as a single person. So, we can remember to talk to them as individuals instead of a crowd. Even people in a crowd are having their own individual experiences.
Eg: Email blast “I want to tell you” is better than “I want to tell everybody”
When thinking about how to sell tickets to a show, I think about how to sell one or a few to each person who already wants one. What do they each need to complete the purchase?