Marketing is not a last resort — Kelford Labs Daily

“Without marketing, no business can survive—people who don’t know you exist can’t purchase what you have to offer, and people who aren’t interested in what you have to offer won’t become paying customers.”

— Josh Kaufman, The Personal MBA

I sometimes hear marketing talked about as if it’s a last resort.

That if nothing else works, then it’s time to try marketing.

The problem is, marketing is about more than advertising. It’s everything that gets or keeps a customers.

If we’re neglecting marketing activity, we’re neglecting our customers.

Because our marketing should be about becoming increasingly curious about how our best customers experience our value.

And then we amplify and reinforce that value in all of our messages to our prospects, customers, and audiences.

Marketing isn’t a last resort, it’s a critical first step toward getting customers.

So, don’t wait for a season of struggle or a moment of panic to think about your marketing.

Start focusing your curiosity on your best customers and how they experience your value, today.

So you have something to talk to prospects about tomorrow.