Meet the client where they are…

Someone asked me yesterday, “How do I get attention for my product?”

It’s a tough thing to do in a Facebook-obsessed, Instagram-blinding, Tik Tok crazy world.

Here’s what I said:

You basically have two options…

… You could try to cut through the clutter with something more outrageous or shocking like so many.

… Or you could just meet them where they are now.

The first option can certainly work. And, in some cases – depending on how aware the prospect is of what you do, what your service does and how that helps them – you may need to push the envelope from time to time.

But most of the time, the second option is better.

The world doesn’t need more shock; it doesn’t need more hype.

It needs more entrepreneurs who will do the work for figure out what their customers really want – what bothers them, what frustrates them, what they secretly desire.

Your job as a marketer is to then present your offering as a way to solve those needs, wants and desires.

It’s not rocket science; it just takes research.

Even if it takes you into the adult diapers aisle at Walmart. To fly to a conference to hear about the mechanics of international tax law. Or play prospect to a blowhard on the newest trend in decentralized finance.

Sadly, most people don’t want to do that work.

But it’s a big advantage for those who will. Perhaps, the biggest.