Most marketing is self-obsessed – it focuses on how wonderful the business is rather than focusing on the customer. 

We’ve all been exposed to so much self-obsessed marketing since we were children that this kind of marketing has become normalised, and we think this is how marketing is meant to be done. 

But it’s not. 

Good marketing needs to focus on the customer, not the business. 

Stop talking about your game-changing products and your world-class customer service. Start talking about your customers’ questions and problems. 

That sort of customer-centric marketing will feel strange at first, because it’s so different to most of the marketing out there. 

But once you see the response you get from your customers, you’ll realise it’s the right way to do marketing.