“Strive to understand before being understood.”

What a wonderful piece of life advice – and marketing advice.

The reason a lot of small businesses put out ineffective marketing is because they try to get their customers to understand them – so they put the focus on the business not the customers.

Instead, businesses should strive to understand their customers – so they should put the focus on the customers not the business.

The more your customers believe you understand them and their problems, the more effective your marketing will be.