So often we think about marketing as a contest; a battle to beat our competitors to that ideal client or customer we seek. “How can my Instagram feed be better than my competitor / my website more show-stopping / my pricing more competitive / my reviews higher in star ratings.”

Thinking from such a combative perspective is exhausting; like everything is a challenge. It also frames our marketing in terms of our competitors, INSTEAD of our clients, and that’s a big problem. 

Seth Godin fabulously explains marketing as being “…the generous act of helping someone solve a problem. Their problem”. He says marketing should involve very little in the way of shouting, hustling or coercion. It should instead be seen as a chance to serve.

I wholeheartedly agree.

So who is it you seek to serve? It certainly shouldn’t be your competitors! 

It’s your job to know your target client so well that you intimately understand exactly what they’re struggling with. You should know what they desire to have and to change. You should know how to speak their language and tap into their emotions. Most importantly, you should understand how you can help them and support them.

Marketing isn’t about convincing someone they should hire you or buy from you. It’s about showing someone you care enough to serve them.