Tailoring Your Message

If You Chase Two Rabbits, How Many Will You Catch?

There’s a Russian proverb that says,

“If you chase two rabbits, you’ll catch none.”

It sounds simple, but it perfectly describes how most of us approach marketing.

We try to catch every kind of customer with one post, one flyer, one caption. We tell everyone about everything — all at once.

And when the likes come in but the line doesn’t, we start to wonder what went wrong.

It’s not your product. It’s not your pricing. It’s your messaging.

You’re chasing too many rabbits.

The truth is, the people who show up to your business may all walk through the same door — but they’re not there for the same reason.

When We Talk to Everyone, We Connect with No One

You’ve seen the meme:

“When you market to everybody, you’re marketing to nobody.”

We laugh at it, but then we turn around and post the same announcement to every platform, using the same words for every kind of shopper.

That’s why engagement feels hollow.

It’s not that people aren’t interested — it’s that they don’t feel spoken to.

We all want to be understood.

Your customers are no different.

One Space, Three Types of Peoples

If you look around your business on a busy weekend, you’ll notice something:

not everyone’s there for the same reason.

Some are there to find what sells.

Some are there to find what inspires.

Some are there to find what fits.

And while they might dig through the same bins or browse the same shelves, they think — and spend — very differently.

Understanding that difference is the key to marketing that actually works.

1. The Reseller — The One Who Treats It Like a Business

You know this customer the second they walk in.

They move fast. They scan barcodes. They’ve already opened eBay or WhatNot before you’ve finished saying hello.

They’re not shopping — they’re sourcing.

They treat your business like their supplier, and they’re on the clock.

What they care about:

● New inventory.

● Turnaround time.

● ROI (return on investment).

● Reliability — are the deals consistent?

How to speak to them:

Be direct. Be specific. Be factual.

They appreciate professionalism over hype.

💬 Example message:

“Restock hits Friday at 10AM. Electronics, small appliances, and new-in-box home goods ready to flip. Early birds score the best margins.”

That’s not fluff. That’s insider talk.

It tells them you understand their world — and respect their hustle.

Visual cues: bold fonts, clean layouts, price tags visible.

Tone: confident, energetic, businesslike.

When you sound like someone who knows the game, they’ll treat you like part of it.

2. The Artist — The One Who Sees Potential in Everything

The Artist walks in without a list.

They pick something up, tilt their head, and smile like they just saw a future project.

They’re not here to flip. They’re here to transform.

They might sell what they make, or they might keep it — either way, they see beauty in what others overlook.

What they care about:

● Creativity.

● Inspiration.

● Authenticity.

● Community and encouragement.

How to speak to them:

Use emotion, color, and imagination.

Let your words spark ideas instead of shouting deals.

💬 Example message:

“Old wood. New story. This week’s restock is full of pieces waiting for a second life. What will you create?”

See the difference? It’s slower, softer, more visual.

You’re not selling — you’re inviting.

Visual cues: warm tones, transformation photos, texture.

Tone: poetic, encouraging, story-driven.

When Artists feel like your brand celebrates creativity, they become lifelong advocates. They tag you, they post about their projects, and they bring friends.

They may not spend the most per visit, but they spread your name further than any ad.

3. The Stager — The One with the Eye for Atmosphere

Then there’s the customer who looks around your shop like they’re planning a magazine spread.

They’re sourcing for spaces — not resale.

They might be a real estate agent prepping a home, a property manager staging a rental, or a designer looking for a standout piece.

They don’t want the cheapest thing; they want the right thing.

They appreciate character, but they value consistency even more.

What they care about:

● Presentation.

● Professionalism.

● Efficiency.

● Style and reliability.

How to speak to them:

Sound organized. Sound calm.

Make it clear your business can be counted on.

💬 Example message:

“Statement pieces that add personality without breaking the budget. Curated, refreshed, and ready for your next listing or design project.”

No exclamation marks, no chaos — just confidence.

Visual cues: neutral backgrounds, minimal text, clean photography.

Tone: elegant, composed, modern.

When you speak their language, they stop seeing you as a discount shop and start seeing you as a design resource.

That shift changes everything — including what they’re willing to spend.

Why One Message Can’t Reach All Three

You can’t use the same caption for these three people and expect results.

Here’s why:

● The Reseller wants information.

● The Artist wants inspiration.

● The Stager wants assurance.

One wants speed, one wants story, one wants style.

If your post tries to please them all — it’ll please none.

That’s what one-size-fits-all marketing does.

It takes everyone’s attention and spreads it so thin that nobody feels seen.

But You Don’t Need Three Brands — You Just Need Intention

You don’t have to create separate pages or logos.

You just need to know who you’re talking to each time you post.

Every caption, photo, or video should have a single personality in mind.

Ask yourself:

“Is this for the one who flips, the one who creates, or the one who curates?”

Then shape your message accordingly.

That’s how you start catching rabbits.

How to Build a Simple Rotation

If you’ve got a social calendar (or even just mental notes), try this:

● Week 1 – Speak to the Reseller.

Focus on restocks, categories, and quick wins.

● Week 2 – Speak to the Artist.

Show transformations, DIYs, or creative uses for what you sell.

● Week 3 – Speak to the Stager.

Highlight style, consistency, and how your items elevate a space.

Then repeat.

By the end of the month, you’ve spoken directly to all three — and each group will feel like you “get” them.

It’s not about doing more.

It’s about being more intentional.

What Happens When You Start Tailoring Your Message

Something beautiful starts to happen.

Your comments get more specific.

Your customers start tagging you in projects.

Your “regulars” start showing up for different reasons — and bringing people like them.

Instead of chasing everyone, your marketing starts attracting the right ones.

And those right ones start spreading the word for you.

Mistakes to Avoid

🚫 Mixing voices in one message.

Don’t post: “Flip it, paint it, or decorate with it!” — that’s three personalities colliding.

🚫 Copy-pasting everything across platforms.

Each post should have a purpose, not just placement.

🚫 Ignoring visuals.

Even if your words are right, the wrong image sends the wrong signal.

🚫 Thinking this takes more time.

Tailoring isn’t extra work — it’s focused work.

It saves time because it works the first time.

What Tailored Marketing Really Says

When your message is clear, your customers don’t just see your post — they feel recognized.

The reseller thinks, “They know I’m trying to make money.”

The artist thinks, “They understand what I love to do.”

The stager thinks, “They get what I’m trying to build.”

That’s connection.

And connection is what turns a store into a brand.

The Heart of It All: Care

Tailoring your message isn’t about tactics — it’s about care.

It’s proof you’re paying attention.

It’s a sign of respect for the people who keep your business alive.

When we care enough to understand our customers, we naturally start writing better posts, taking better photos, and creating better experiences.

The content flows easier. The engagement feels real.

And the growth stops being forced — it becomes natural.

The Bottom Line

Your customers may all walk through the same door, but they’re not all walking in for the same reason.

When we stop lumping everyone together and start speaking to them as individuals — the way we’d want to be spoken to — our marketing stops sounding like noise and starts sounding like connection.

Because the truth is simple:

If you chase two rabbits, you’ll catch none.

But if you speak clearly to one, you’ll build a following that brings the others with them.

Let’s Bring It Together

If you’ve been posting the same thing everywhere, hoping it clicks with someone — take this as your sign to slow down, look closer, and start speaking with more intention.

You already have the right people walking through your doors.

Now it’s time to start talking to them the right way.

Your Next Step

If this post got you thinking differently about how you talk to your customers, here’s your next move:

👉 Create Content That Connects

That post will show you how to take what you’ve learned here — about who your customers are — and turn it into messaging that actually makes them stop, smile, and show up.

Because when you learn to connect, you don’t need to chase anyone.

They’ll find you.

© EsteCam Marketing — Helping local businesses simplify their message, connect deeper, and grow with clarity.

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