“I look at it as the middle ground between what most of us are doing now which is basically online brochures where you have like your website which is like a brochure it's like the same thing for everyone... I call it like billboard kind of marketing it's the middle ground between that and what you would do if you picked up the phone”

Position marketing between billboard and phone call

Most founder websites are billboards — one message, identical for every visitor, lands with no one specifically. A sales call is the opposite extreme — perfectly tailored but caps at one human per hour. Personalized marketing splits the difference: write the page or email as if you were on the phone with the segment you already know they belong to, with if/else logic doing the heavy lifting.