One-Size-Fits-All Marketing

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

There’s an old Russian proverb that says:

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

It’s simple wisdom that somehow still applies perfectly to modern marketing.

Because if you’ve ever tried to write one post that speaks to everyone — business buyers, retail shoppers, casual browsers, and die-hard fans — you already know what happens next:

No one responds.

This blog post is written for you — the reseller.

The one building something real. The one juggling storefronts, auctions, lives, and marketplaces while trying to keep the marketing consistent and the message clear.

And if you’ve ever felt like your posts aren’t landing, or like your audience just isn’t “getting it,” this one’s for you.

We’ve all done it. We write one big post, thinking:

“This will work for everyone.”

Then we post it everywhere — Facebook, Instagram, email — and wonder why it falls flat.

This happens when we don’t slow down long enough to really think about the people we’re talking to. When we assume everyone who walks through the door or scrolls past our content is the same type of customer.

They’re not.

And if you run a resale or discount-style business, you already know that better than anyone.

The Meme That’s True Every Time

You’ve probably seen the meme:

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

It’s funny because it’s true.

But it’s also a lesson too many of us ignore.

We’re so busy creating new posts, flyers, or videos that we forget to ask:

Who is this for?

When your message doesn’t have a target, it misses every mark.

It might get likes or views, but it doesn’t move people to act.

You can’t talk to a real estate agent the same way you talk to a reseller.

And you can’t talk to a crafter the same way you talk to a bulk buyer.

Each one walks into your store or scrolls your feed with a different purpose — and if we can learn to speak to that purpose, we stop chasing rabbits and start catching results.

Same Store, Three Different Shoppers

Let’s look at a single day in your business.

You’ve got customers shoulder to shoulder digging through the bins, all looking for something different.

From the outside, it looks like they’re all doing the same thing — treasure hunting.

But look closer.

They’re actually three totally different types of people with three very different motivations.

Let’s break them down.

1. The Reseller — The Hustler at Heart

The reseller walks in with a mission.

They’re scanning for ROI — not color schemes.

They see dollar signs, not décor.

Their first thought isn’t “What can I do with this?” — it’s “How fast can I flip this?”

They’re the ones with the barcode app open, the ones who know eBay categories by heart, and the ones who probably have a WhatNot livestream later tonight.

Their motivation: Profit.

Their mindset: Speed, consistency, opportunity.

Their language: “Finds,” “flips,” “lots,” “margins,” “scores.”

If you speak to them right, you make them feel like they’re part of an insider club — a place that understands their hustle.

✅ What connects with them:

● Words like “Inventory,” “Margins,” “Payout,” “Source smarter.”

● Content that highlights fast flips, success stories, and behind-the-scenes sourcing.

● Loyalty programs that reward frequency or volume.

❌ What doesn’t:

● Overly emotional storytelling.

● “Cutesy” décor posts.

● Vague deals like “Everything must go!”

They want specifics. They want to feel like you respect their time and know their grind.

When you post, they’re not reading for entertainment — they’re scanning for opportunity.

2. The Artist — The Maker and Creator

The Artist is a completely different energy.

They’re not in a rush — they’re imagining.

They pick up an old window frame and instantly see a future mirror.

They grab a scratched table and already know what color it’ll be by the weekend.

They’re not shopping; they’re creating.

They love potential.

They see beauty in chaos.

They come back week after week because the treasure hunt feeds their creativity.

Their motivation: Inspiration.

Their mindset: Imagination and self-expression.

Their language: “DIY,” “refurbish,” “repurpose,” “before and after,” “project.”

✅ What connects with them:

● Posts showing transformations or DIY tips.

● Words that encourage: “Bring your next project to life.”

● Content that celebrates craft and imagination.

❌ What doesn’t:

● Hard-sell promotions.

● Corporate-sounding language.

● Anything that feels like it kills the magic.

To the Artist, your store or page is a creative playground.

The minute you sound too transactional, you break the spell.

3. The Stager — The Eye for Atmosphere

The Stager isn’t hunting to resell or rebuild — they’re curating.

They’re the ones who say, “This would look perfect in the guest house,” or “This lamp would pop on camera.”

They work in real estate, design, rentals, or production.

They buy not because something is cheap, but because it adds character.

They’re not chasing discounts — they’re chasing aesthetic value.

Their motivation: Presentation and style.

Their mindset: Professionalism and efficiency.

Their language: “Look,” “vibe,” “theme,” “set,” “layout.”

✅ What connects with them:

● Clean visuals.

● Phrases like “Elevate your space” or “Curate your next project.”

● Consistency — they’ll pay more if you feel organized.

❌ What doesn’t:

● Messy branding or unplanned social feeds.

● Loud or chaotic graphics.

● Anything that feels like a yard sale instead of a curated space.

The Stager doesn’t just buy products — they buy taste.

Your marketing has to look as refined as the atmosphere they’re trying to create.

Three Audiences, One Space — Why It Matters

You can have all three of these personalities shopping side-by-side in the same store or browsing the same feed.

But that doesn’t mean they’re the same.

They overlap physically, but not emotionally.

They’re all treasure hunters — but they’re hunting for different treasure.

That’s why one-size-fits-all messaging falls apart.

The moment you try to write something that pleases everyone, you water down what each of them truly cares about.

The reseller tunes out because it sounds too “fluffy.”

The artist scrolls past because it sounds too corporate.

The stager ignores it because it doesn’t feel elevated enough.

Same message. Three misses.

The Real Problem: We Don’t Slow Down

Most of us don’t mix our audiences on purpose — we do it out of habit.

We’ve been told to “stay consistent” or “post everywhere,” so we take one message and spread it across every channel.

But consistency isn’t about saying the same thing.

It’s about saying the right thing everywhere.

There’s a big difference between copying your message and connecting your message.

Copying is lazy.

Connecting takes care.

When we don’t take the time to understand our customers’ motivations, we start treating every buyer like a clone.

That’s when the energy fades, engagement drops, and people stop feeling like we see them.

How to Fix It: Think in Personalities, Not Platforms

Instead of thinking, “Where should I post this?” start thinking, “Who is this for?”

Every post, flyer, or video should have a target personality.

Let’s see how that looks in practice.

For the Reseller: Speak in Strategy

💬 Example post:

“Need fresh inventory? Our weekend restock hits Friday at 10am — and yes, there are sealed electronics and Amazon returns ready to flip.”

Why it works:

● Direct.

● Specific.

● Speaks to profit motive.

You’re saying, “You’ll make money if you act fast.”

For the Artist: Speak in Emotion

💬 Example post:

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

Why it works:

● Poetic.

● Creative.

● Feeds imagination.

You’re saying, “Come play.”

For the Stager: Speak in Aesthetics

💬 Example post:

“Modern meets vintage. This week’s arrivals are perfect for your next set, rental, or open house — curated quality without the markup.”

Why it works:

● Refined tone.

● Focus on presentation and professionalism.

● Feels elevated.

You’re saying, “Your space will stand out.”

It’s Not About Rewriting Everything — It’s About Reframing

You don’t need three separate brands.

You just need to adjust your lens before you hit “publish.”

Imagine every post as a conversation.

If you’re talking to the Artist, use color and creativity.

If you’re talking to the Reseller, talk numbers and speed.

If you’re talking to the Stager, talk polish and purpose.

It’s all still you — just meeting people where they are.

Why This Works

When people feel seen, they engage.

When a Reseller sees a post that sounds like them, they share it in their group.

When an Artist feels inspired, they tag you in their project.

When a Stager trusts your professionalism, they come back for more.

That’s how small shifts in tone turn into real growth.

You’re not splitting your audience — you’re deepening your relationship with each part of it.

Signs You Might Be Chasing Two Rabbits

• Your posts feel generic.

• You’re repeating the same words everywhere.

• You get likes but no real comments or conversions.

• Your customers keep asking questions your posts should have answered.

If that sounds familiar, it’s not a content problem — it’s a clarity problem.

Take a Breath and Reconnect

Marketing works best when it feels personal.

And personalization doesn’t mean expensive software or complex funnels — it means empathy.

It means remembering that your buyers are humans first, each with their own story, goal, and reason for showing up.

When we take the time to understand those stories, our words change naturally.

We stop selling and start connecting.

And that’s when your brand starts to feel magnetic.

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

If you market to everyone, you’ll connect with no one.

Clarity beats reach every time.

Your customers don’t need louder messages — they need messages that see them.

When we put care into learning who we’re talking to, we stop blending our audiences and start building real relationships.

Let’s Simplify Your Message Together

If this hit home, and you realize your marketing might be chasing too many rabbits, EsteCam Marketing can help.

We’ll review your posts, website, or flyers — for free — and help you spot where your message is blending instead of connecting.

No pitch. No pressure.

Just a fresh look from someone who understands how resellers think, how artists buy, and how stagers build.

Send a quick note through our contact form.

Let’s make sure your next message lands where it should — in the hearts of the people who matter most.

Your Next Step

Before you plan your next post or ad, read this:

👉 Create Content That Connects

Because learning who you’re talking to is step one.

Learning how to talk so they feel seen — that’s step two.

© EsteCam Marketing — helping resellers and creative entrepreneurs simplify, connect, and grow.

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