The 99 one rule allows us to put people in some general buckets that allow us to do a little bit of personalization. So instead of just sending them a cold email, we actually might improve our chances by showing up on their content and engaging with it every day for, let's say, two weeks. But then what'll we do for the 90 % of people who don't have any information on line? Wetl: We're likely not going to get too much from their on line presence in persona, so we might come up with a different route.

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