Messaging (27/54)

The most common marketing mistake I see is in the messaging. Businesses focus on what they want customers to know instead of focusing what the customer actually wants or needs to know. For example, a business will write a blog about their exciting new product offering and how it came to be. That’s only interesting to the company.

Instead, they should write about the problem the customer is having and present this new offering as the ideal solution. It’s a subtle shift but it makes a huge difference in terms of marketing results. A focus on the customer overcomes a surprising number of marketing challenges.

Contributor: Emma G Rose Freemance from

Written by James Metcalfe

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