Why do so many marketing efforts miss the mark? Because they focus on all the wrong things, such as “personas,” “positioning,” and “providing value.” They do not address what is actually driving the purchase: the very specific mindset of the customer. When you’re developing your marketing strategy, if you don’t start with this, you’ll end up making bad decisions and creating campaigns that don’t work. I’ve been in marketing and sales a long time. I’ve seen all sorts of marketing fads come and go, as business owners and CEOS excitedly try out fresh marketing ideas as they are introduced. […]
