Lesson 2: Think less about marketing and more about people.

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“It's not just about making one flagship piece of content and relying on that, it's building a strategy around the fun content.” The outsourcing series, for example, was built on direct knowledge of customers’ attitudes toward their industry.

“Think less about the marketing and more about the people on the other end. What things might they be interested in?”

For Quintin, good marketing is all about people.

Even if you’re B2B, you’re not actually selling to a business, right? You’re selling to a CMO, a director, a manager — and, contrary to the jokes, those are people.

And the thing about people is that they’re not thinking about your great new feature. They’re thinking about meeting deadlines, or what’s for lunch, or getting the kiddo to band practice.

“A lot of marketers focus on product, features, benefits, all the things that their product or service can do,” Quintin says. “And, 9 times out of 10, the audience is just looking for a pain to be solved. They’re not getting excited about this new integration.”

For most businesses, this means not leading with your brand or even croatia whatsapp number database your product or service. Instead, lead with something your customers can connect to… then connect the dots to your product or service.

And, bringing it full circle, that’s also how you find the entertainment value.