The following is an excerpt taken from “The Automatic Marketing Machine”, written by RJon Robins and Danny Decker.
Businesses exist to solve problems for their customers to help them have a better future. Every single day, all across the country, in big cities and small towns, businesses are helping their customers to protect themselves, protect their families, and take advantage of opportunities, so that ultimately they can have a better future.
Customers engage your business when they have a specific problem or a specific opportunity that they need help addressing so they can have a better future.
If you think about it, the reason you’re reading this book right now is because you want to have a better future and you are smart-enough to know that having an Automatic Marketing Machine for your business can help you have that better future.
So when an entrepreneur is marketing their business, the messaging should speak to the problems and opportunities that target prospects are experiencing in their lives, and paint a picture of the better future that the business can help their customers achieve.
But… that’s not what most businesses are doing. Most small business marketing messages are myopically focused on themselves… their years of experience, the awards they’ve won, their impressive office space, and so forth. It’s all about them. This approach is completely wrong and it’s an easy way to guarantee that your marketing will fall flat on its face.
