TightWind is written by Kyle Baxter. Stay Hungry. Stay Foolish.

Seth Godin:

Let’s say a marketer has $10,000 to spend. Is it better to acquire new customers at $2,000 each (advertising is expensive) or spend $10 a customer to absolutely delight and overwhelm 1,000 true fans?

Not only is that easier to do, but probably more effective, too. The best promotion you can get is people who really believe in what you’re doing telling friends about it that would be interested. By building on your supporters, rather than casting a huge (and expensive) net through advertising, you can create a much more dedicated and powerful following.