The purpose of marketing isn’t to convince, it’s to filter.

Uncategorized 1 Minute

Convincing comes from people wondering what they are missing. That starts with connecting a big group and then wondering what it’s all about.

When businesses start out, they have zero track record. Convincing someone who wants social proof isn’t going to happen, so your marketing shouldn’t focus on doing so. It should focus on finding those who want to go first with what you’re doing. Eventually, more and more social proof shows up, then more people start making it through the filter. You’re not convincing them, the social proof is.

Connecting a bunch of people in a community, raises the proof. Past results show that it works. That’s the convincing. Everything else is a filter to get the right people to see the work that they could benefit from.

Published by Brandon Donnelly

I believe in helping people in whatever way you can. In the power of creativity to transform a life, a business and the world. That if everyone was more generous the world would thrive. I've been an engineer. A consultant. An entrepreneur. And a salesperson. I also enjoy art. Today, I write. Stemming from my diverse experiences, I have a broad perspective and share it with others on topics from doing work you love to running a small business.

Published