How to Fix Your Marketing

The following diagram from does a great job of illustrating some of the contact points you can have with your prospective customer while they are on their journey.

At each of the contact points you have a choice. You can talk about yourself (i.e., product driven) or you can talk about your customer and their journey (i.e., customer driven). Obviously, I believe the latter is far more effective!

The key is to create the perfect message for each step in the process. That means a series of customer driven marketing messages that lead the prospect directly to your business.

So how does someone create customer driven marketing messaging?

Here’s the process I follow with every client.


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