The secret to successful marketing is that you need to bring the horse to water, but the horse must believe it found the water itself.

You do that by enlarging the pond. Unbeknownst to the horse, the next time it looks around it sees the solution to its problem and consumes it.

What that really means is that you must understand your customer. And since you likely have more than one customer profile (marketing speak: segmentation), you’ll need to address your multiple customer-types based on their preferences.

How many ponds do you have? And how are you filling them?

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