Information As Your Advantage

Garth Beyer

When you know things others don’t, it can put you ahead – but there’s a limit.

There’s a limit because everyone is getting smarter every day. And those in your target, your category, your tribe are getting exponentially smarter.

And there’s the crux of what makes marketing so difficult (and maybe, also, so easy).

Marketing leverage used to be applied with information. I could inform you of stuff you didn’t know and it would intrigue you to purchase it, it would make it easier to upsell, it would get you to tell your friends (because information becomes more powerful when it’s shared).

But now the marketer has lost that leverage.

There’s nothing you can tell your core target about your product that they couldn’t have found out on their own (or fact check). Chances are they’ve already asked their friends, done a google search, read some content about your product, service, widget, app.

So where does that leave the marketer? What do you have to offer other than information?

Stay Positive & Starts With Listening

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Garth Beyer
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