I'm giving credit to Seth Godin for this one.

PLU is "People like us"

and it is the secret to knowing what to share on social media

You aren't talking to everyone. You can't talk to everyone. Everyone is not your audience.

You are talking to a small group of people.

And yes, a couple million...

When was the last time you visited a mall?

The malls of my childhood are long gone, but let's pretend we are back in a bustling mall in 1995. People are THERE and ready to shop.

Let's also imagine you have a store inside that mall. It looks a lot like your Instagram account and what you offer.

If...