Real change in tempo of marketing communications #li
Write like you know you'll need help #li

Finding an audience that cares #li

Building a great list of people who await your messages is very challenging, but in the end, it's the only way to have a marketing system that's sustainable. 

Blog: Trap of Social Media Noise, 2011-Dec, by Seth Godin

The game theory pushes us into one of two directions: either be better at pump and dump than anyone else, get your numbers into the millions, outmass those that choose to use mass and always dance at the edge of spam (in which the number of those you offend or turn off forever keep increasing), or

Relentlessly focus. Prune your message and your list and build a reputation that's worth owning and an audience that cares.