Someone, Not Everyone

All good marketing makes a promise.

It doesn’t need to be complex. In fact, it shouldn’t. It should be easy to understand, not just for you, but for your audience too. Leave behind the big words and the industry jargon. Make it a conversation that invites your audience to discover what you have to offer.

And make sure your promise matters, but just not to everyone. Only the few you can help the most. The ones whom you can make the biggest impact for. What do those people want? That’s who your promise should be addressed to. Because when you narrow it down to the ones who benefit the most, your message suddenly becomes a lot better. Why? Because to them, it’s exactly what they’re looking for.

And to everyone else? Well, it was never for them to begin with.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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