A few weeks ago Dr. Ann Vertel, an accomplished business coach, speaker, and avid listener of the podcast, asked about how to market “soft” skills.
In today’s episode I share a simple approach to marketing based on your potential client’s level of awareness. In short, the more aware a client is of his or her need for your service, the more direct you can be with your marketing. The more unaware they are, the more “indirect” you need to be in your marketing — preferably with an emphasis on story-telling.
To illustrate this concept, check out this diagram from Gene Schwartz:
Mentioned in Today’s Episode:
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