Marketing basics boiled down to memes.
Awareness is the first and most important step in establishing an ongoing relationship and lasting loyalty. But it’s only the first step.
Once they know your name, and are familiar enough with you to listen to what you have to say, you must let them know what you’re all about and why it matters.
It seems simple enough—you’re a hospital, or a bank, or a company that sells amazing widgets. Or you provide a special service. Just tell them what you are—right?
Don’t be fooled by the assumption that with awareness comes understanding.
Or a desire for what you offer.
Most people, most of the time, won’t pay much attention to what you do and how you go about it. That changes, of course, when they want what you have. At that point, nothing is more important to them.
And when that moment arrives, you’ll be in a much better position to further a relationship if you’ve spent time (and money) informing and educating prospects. Plant a seed, create a memory, tell a compelling story, stake out a tiny corner of their minds.
Then they’ll be aware and understand why they want what you have.
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