The Real Reason Most of Your Marketing Fails

Growth Hacking

Marketing is more competitive than ever, and that genie is not going back in the bottle no matter how hard you push. The real reason most marketing fails is that most marketing is not relevant enough. Relevancy is a value exchange. Customers and prospects are trading their attention for your information. If they refuse to do so, it’s because your information does not matter to them enough sufficiently for them to trade attention for that information.

The key to being more relevant isn’t hard—it just takes time. The key to being more relevant is to understand your customers better.

I’ve been in marketing a very long while and when I started, we spent a lot of time around customers, learning about them and their pains. Today, we don’t do that much. Instead, we run reports. We look at spreadsheets. We examine analytics. The truth is that most modern marketers don’t actually interact with customers very much anymore, and that robs us of a really important success ingredient: insights.

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