So much content out there.
You can’t cut through by rehashing old quotes from Einstein
or Jobs that everyone’s seen 100 times…
There’s two things required to stand out in my opinion.
1. Understand our target market… deeply.
2. Be our authentic, raw selves – and have the courage to stop
censoring who we really are.
Number one is the hardest work (hardly anyone will really do it),
number two takes the most courage.
Think about it.
To really, understand your target market you need to understand
the buyer’s journey.
For instance, let’s say you sell sheds…
What is the trigger point which makes your client look for a shed?
What do they do after they decide to look for it? Do they ask their
friends, do they jump online and do a search? What do they search
What are their key buying criteria? What’s important to them?
Not 1 in 100 business owners truly understand this in my experience,
even if you sell things all day.
Believe me, I’ve asked.
But you can, if you’re committed.
In fact, I believe it should be at the core of every marketing campaign.