We tend to think of marketing as the way we promote and sell our services. Marketing is partly what we do to take a potential customer on a journey from awareness to a sale. But that isn’t the only thing marketing is for.
Great marketing isn’t just the way we communicate our message—it’s also the means of ensuring we attract and devote our resources to serving our right clients.
What’s worse than not attracting enough customers is attracting the wrong customers, people who will divert time and energy away from your ability to delight your best customers.
Your message has four jobs to do for your ideal customer:
1. Demonstrate that you understand her problem or unmet need.
2. Address her unanswered (and sometimes unasked) questions.
3. Allay her doubts and fears.
4. Give her the confidence that your solution will work for her.
Your marketing only has one job to do for your wrong customer—to make them seek an alternative.
Image by Garry Knight