Regarding the author's point that you "need to narrow down and focus on a small enough splice, such that when you tug at its strings, you have a real chance to get noticed" — reminds me of a friend who sends the occasionally newsletter.

Rather than boasting a large email list, the friend signs off every email with the line, "sent to 27 subscribers." You have no idea who those 26 other people are, but you know you were hand-picked. This is not a list you sign up for, but it's one where you are likely to pay attention.

Audience matters a lot.