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How to resonate with your audience

How to resonate with your audience

You don't get to decide what's important to other people. When you show up, you have to deal with their world views, their biases, their fears.

As marketers, we have to see what one type of person in a certain setting buying our product will be reminded of.

For example, if you're at a baseball game, someone can probably sell you a stale hot dog because it reminds you of going to the ballgame with your grandpa. But in a business setting, you would never buy it.

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Marketers may fall into the trap that they think they want to sell to everyone. If Coke and Nike sell to everyone, they think they should sell to everyone.

We may know how to make things but making things are not the hard part. What is hard is figuring out what people want and how to earn trust and attention.

Marketing is about how we talk to other people in a way that earns their trust, get them excited and gain enrollment.

Be very sure you can name one person by name that will do business with you. Can you name ten or a hundred people by attribute?

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