One of my go-to ideas is that no matter what business we are in, we are in the marketing business.
You probably are scratching your head and wondering what that even means.
Well, let me explain.
No matter what business you are in, the old maxim that “if you build a better mousetrap, the world will beat a path to your door” is just wrong.
It may have always been wrong, but it is now more than ever.
Because the truth is that without some sort of marketing and sales strategy, nothing is ever going to happen.
But! But! But!
Marketing is dead, Dave!
It isn’t.
Marketing is more alive and well than ever. It just looks different.
Instead of the kind of marketing that is focused on advertising and impressions and clicks, we have the kind of advertising and marketing that is narrowed to the point of being hyper specific to one person or one small group of people.
Why is this important?
Well, the era of mass marketing is likely through…for now.
More and more, our audience wants personalization. Customization.
And, the best way to do that is by answering 3 critical questions, over and over again…at any point where you might be unsure how to move forward.
Those questions:
- What is the value we hope to create for our clients and prospects?
- Who actually is the buyer?
- How do we reach them?
It is the answers to these 3 questions that will help you maximize your investment in your marketing, in either time, money, or people.
If you don’t answer the questions over and over again, you will find yourself struggling to reach your audience. Which means that you will be wasting those same resources.
But the bigger issue is when you take the idea that we are all in the marketing business seriously, that means that you also have to take your marketing efforts more seriously.
That’s the real magic.