“What if the biggest thing keeping us from doing what matters is the false assumption that it has to take tremendous effort? What if, instead, we considered the possibility that the reason something feels hard is that we haven't yet found the easier way to do it?” — Greg McKeown, Effortless
Marketing can feel overwhelming. There are so many things to do, to try, to measure.
It’s often unclear what’s working and what isn’t, and it’s easy to just follow the crowd, even if they’re lost.
But what if it didn’t have to be so difficult? What if we just hadn’t found the easier way yet?
Marketing isn’t really about many things.
It’s about one thing: Demonstrating your value at a distance.
So think about all the marketing needs on your mind, and start to categorize them this way:
Which ones allow you to demonstrate your business’s unique value at a distance to your ideal clients?
And which ones don’t?
For today, focus on the ones that do, and think of some ways to fix or ignore the ones that don’t.
Because marketing doesn’t have to be so stressful—it can even be fun.
When we know where to focus, what to say, and how to say it. Because we know our value, and which customers appreciate that value most. And we know how to demonstrate that value, at any distance.
Everything is easier when we know where to focus.
Which is on one thing, and one thing only:
Demonstrating our value at a distance.