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Where Are You Leading Us?
Good marketing has momentum.
It has forward motion driving it continually toward a destination that your audience has signed up to reach.
And while they might not know exactly where the journey is going to take them, if you’re going to lead them there, you most certainly need to have a vision for where you’re taking them and how you’re going to get there.
Vision and the momentum that comes with clarity around that vision is what separates the marketers and brands that build raving fans and then ones that struggle to gain traction, even when they’re certain they have a winning offer.
Vision is about more than just the destination, however.
The Foundation For Your Vision
In order to craft a compelling vision for your audience, you actually need to know where they’re starting from.
Without an understanding of where they’ve come from, what they’ve already tried, their collections of biases and limiting beliefs, where they are actually looking to go, and what that destination looks like for them, you’re going to have a hard time selling them on enrolling in the journey you’re proposing.
It’s an arduous trip after all, and they want to know they’ll be in good hands with a guide they can trust.
