Do you know why people choose you?
Do you know why they bought?
Do you know why they bought again?
Most companies spend money on marketing and hope it works. I find out why their customers and clients really choose them, so everything they spend after that has a reason behind it.
You may have data on who bought and when. That is not the same as knowing why they picked you over the other option, or what almost stopped them.
I help founders and presidents stop guessing at their marketing.
Everything I build starts with the why. Not knowing the why costs you later.
If nobody has written down who your best customers or clients are, expect to keep getting the wrong ones.
If you cannot say why someone should pick you over the next company, expect to get haggled on price.
If you are spending on marketing and cannot tell what is working, expect to keep spending and keep not knowing.
On a recent project, I suggested we ask the sales team why customers and clients choose them. Nobody had asked before. Their answers became the vision for the whole project.
Twenty-five years at 3M, Nestlé, DreamWorks, City Winery, and Choose Chicago taught me where to look. Now I bring that to small and mid-sized businesses, often as their advisor first.
Not ready to talk yet? This short checklist shows five signs your marketing may be guessing.
“She quickly became a trusted advisor, and her insights continue to shape how we move forward.”
Erin Francis-Cummings, President, Future Partners
Helping you become the obvious choice.