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Know this 1 thing to master marketing for your business

June 02, 20244 min read

Know this 1 thing to master marketing for your business

There is one unspoken truth in marketing.

Unfortunately, not many people, and thus many business owners, are made aware of it.

It doesn’t matter what you sell.

It doesn’t matter what your product or service is.

It only matters whether you are selling it.

Maybe you are doing well with sales. Maybe you aren’t.

But I can guarantee you that when you focus on this one thing, your sales will increase.

So be warned.

I cannot be held responsible for the sea of leads that may come your way if you implement what is discussed in the next couple of minutes.


The mass marketing mirage.

We have all bared witness to the changing landscape of marketing and advertising.

On the outside it seems to be changing a lot.

The truth is the fundamentals are still the same. And will remain the same for a long time to come.

This is where big conglomerates such as Coca Cola, McDonalds, and numerous other brands (perfume brands, car brands, household item suppliers – laundry detergent etc. – and supermarkets) are distorting the market.

You see all these big fancy ads on TV, billboards, and social media pages.

They cover every single base that there possibly is. Doesn’t matter what age or gender you are. Doesn’t matter where you live or what your interests are. These companies manage to make a plethora of ads that cover it all.

Or at least a big enough spread so that it seems to be relevant to all.

They do this in the hopes that someone will recognise the brand when they next go shopping, get hungry, or want to spoil themselves with something new.

We are so used to this type of marketing.

We see it everywhere on a daily basis.

We see it so much, to the point where we are hypnotised into thinking this is the only way to do marketing.

The name is in the title though. It is mass marketing. It is for the masses.

These companies have advertising budgets in the tens and hundreds of thousands of pounds – sometimes in the millions.

Your business is local. It is for local people. Not the masses.

As such you are unlikely to have the budget to cover every marketing angle from A-Z.

If you do, run as many ads as your heart desires. But for most businesses, let’s get direct.


Direct response marketing only works if you know this.

How do you get out of the mass marketing mindset?

You already subconsciously know this.

Your business is biased.

There is an audience bias.

There always has and always will be one.

To put it more simply, you have a specific set of people that are more inclined to buy your product or service.

You may be thinking, “well of course I know that”.

Everyone sets off knowing this. Then over time you start to try new things and try broadening your horizons to help your business grow.

You think that marketing to everyone will help you grow.

You are totally fine doing this if you don’t want to get noticed.

But if you want to grow, then you need to double down on what worked in the first place.

Make the people who usually buy from you sit back and say, “ah, yes, this is for me”.


How to home in on your ideal customers.

Now you know there is a bias, you have a very good advantage.

So, lets exploit this.

Just look at your past clientele list.

Notice the commonalities in each one of them.

Notice how they talk, what they like, what they don’t like. Even down to how they dress and what their hairstyle is.

Once you realise this, you'll feel like you've been living under a rock this whole time.

You know your audience very well.

You probably speak with them every day. Be it in person, on the phone, or over social media.

Now all you need to do is create a message specifically for these people.

And voila!

You have cut through the clutter and reached the holy grail of prospective customers.


If this sounds easier said than done, or you just want a fresh pair of eyes to look over what you have done already.

Get in touch below for a FREE marketing consultation today!

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