Who Is Marketing For?
From Seth Godin:
Before you spend a minute or a dollar on marketing, perhaps you could answer some questions:
- Who, precisely, are you trying to reach?
- What change are you trying to make?
- How will you know if it’s working?
- How long before you will lose patience?
- How long before someone on your team gets to change the mission?
- How much time and money are you prepared to spend?
- Who gets to approve this work?
- Who are you trying to please or impress?
It’s cheaper to answer these questions than it is to spend time and money on marketing, but, alas, it usually doesn’t happen that way.