Good marketing focuses not on the business but its customers.

“But what should we talk about in our marketing?”

Well, the moment you start thinking about your customers is the moment you start answering that question.

Talk about your customers’ hopes, fears and values. And talk about the problems they want your business to solve.

Putting the spotlight on the customer sounds easy in theory, but it can be hard to do in practice, because it’s human nature to think about ourselves.

But make the effort. Because it will result in more effective marketing.