The Power of One-to-One

A few months ago, I received a text message from my friend Laura. I hadn't heard from her in a while, so I was actually pretty stoked. When I read the text message, however, excitement turned to disappointment. It was apparent that she had sent a "mass text message", i.e. a message addressed to multiple people in her phone's address book. The gist of her text message was to try to get people to go to an event she was promoting. It didn't work on me.

It might have worked had she personalized the message, even if I knew she was trying to promote the event to me. PR tends to be much more effective when it's one-to-one.

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