More Than A Few Words

Sometimes, as business owners and marketers, we get so wrapped up in what excites us about our products or services that we lose sight of what matters to our audience. That’s exactly what Brad Koch, a coach and business strategist, discovered the hard way. Brad talks about what went wrong as he shared a story of a marketing campaign that fell flat—and the lessons he learned about crafting messaging his customers really cared about.  Key Takeaways: Shift the focus to your audience’s needs. Brad’s original campaign focused on features and specs that excited his team but didn’t address the real pain points of his target audience. The "aha" moment came when he realized his messaging needed to solve his customers' problems, not highlight his product’s capabilities. Be the guide, not the hero. Effective marketing positions your customer as the hero of the story and your business as the guide who helps them succeed.   Clarity beats complexity. Trying to say everything in your marketing only dilutes your messag