Who comes to mind when you think of the big ‘branding gods’?

Perhaps Nike, McDonalds, Coca-Cola?

These surface quickly because they’re in our faces constantly.

Billions of dollars in marketing budgets.

And honestly? It’s easy to see it’s money well-spent.

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Trouble is, we see this kind of grand, brand marketing and, almost by default, we take it as something to emulate or aspire to.

Perhaps we don't seek global ubiquity, but maybe some fame, virality, or blanket name recognition.

One fatal flaw of marketing, though, is succumbing to the idea that “what works for them will work for me.”

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Think about why those big brands do what they do.

They’re looking to reach pretty much everyone, everywhere, forever.

Now, with that tall order, no wonder they’re each marketing with the world’s largest firehoses.

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But our task as solo consultants is simpler.

Much much simpler.

We’re looking to reach a very narrow type of person…

• Their background probably looks a lot like yours

We only need to reach some of them…

• How many clients can you actually serve?

In very specific places where they ‘hang out’…

• Where are the 2-3 places your clients seek new information?

During or near the time they’re experiencing a problem we know uniquely well...

• You can spot the symptoms a mile away

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See how small this got, and quickly?

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Remember what you're building.

To build awareness in your market, you don’t need even a small firehose full of flashy ads and tactics.

But rather a fine-gauge water gun spraying just a taste of your relevant expertise.

The value in your insights will do the rest.

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💡

-Wes