Set your mindset for an ‘audience of 1’ Agents pay massive amounts of money each year to engage in so-called “36-touch” drip marketing programs. According to Mackin, automating your email marketing “loses the soul of your brand, its personality, and its effectiveness.” Rather than blasting out to the “auditorium,” Mackin advised, “Focus on an audience of one.” A proven way to achieve this goal is by creating a “persona” for the types of clients you work with the most often. A persona usually describes the scenario the person is facing, where they are currently in their journey and what they want to achieve.