People rarely wake up and decide they have to buy a lawnmower right now or they can’t live another day without a particular pair of shoes.

What usually happens is that they go on an emotional journey – which might take months or even years – before they make a purchase. 

Your small business needs to be marketing to them on every single step of that journey. Because then when they reach the end of the journey and decide to make the purchase, you’re the first supplier they’re going to think of.

Today’s marketing leads to tomorrow’s sales.