Use the Channels Your Competitors Abandoned

There are very likely old communication and marketing channels your competitors have stopped using. They're open now. They aren't filled with noise anymore. Pretty much everything that comes through them is signal.

Physical sales letters. Postcards. TV and radio. Newspapers. All forms of mail are wide open, because hardly anybody gets junk mail anymore. And in-person, high-friction channels too: showing up, giving talks, having a booth.

So don't ignore the old channels just because they're old. You might be the only company using that channel to reach that prospect this year, and by definition you'll stand out, at least a little.