“Easy” is dangerous
Marketing is the most difficult profession that looks ‘easy.’ Which is dangerous. Why? Because bad marketing can make great products fail.*
Why? Because bad marketing can make great products fail.*
Marketing is often considered an “easy” job.
But really, those who are good at it make it look easy.
And those who get it wrong get it really wrong.
As Chase Dimond* says...
“Bad marketing can make great products fail.”
Let’s say you’re a B2C company.
Funneling your resources into LinkedIn wouldn’t be good marketing.
Why?
LinkedIn is a B2B and networking platform.
That’s not where your Ideal Customers hang out.
They are more likely to be scrolling through Facebook or mining Google reviews.
No matter how great your product or service is, they can’t take part because they won’t know it exists.
You have a great product, and now you just need the right marketing to back it up.
The right marketing targets your Ideal Clients by…
- Understanding their problems
- Speaking their language
- Focusing your resources where they hang out
Your Ideal Clients are the customers that…
- You love working with
- Bring profit
You’re probably saying to yourself, “I know who my Ideal Clients are. This is easy.”
But remember, “easy” is dangerous when it comes to marketing.
Don’t just say you know who your Ideal Clients are then move on.
Define it. Write it down.
Until it’s written down, it doesn’t have a chance of becoming institutional knowledge.
Until it’s institutional knowledge, you and your team can’t use it to drive every marketing decision you make.
Your Ideal Client Profile needs to be a tangible asset to reference when you craft your offers, write your emails, decide what should come first on your website, etc.
So don’t wave off marketing as “easy.”
Use the Ideal Client Profile Workbook and target your marketing.
*This blog was inspired by this post from Chase Dimond.
