Josh Kaufman

And a lot of marketing comes down to What is it exactly that you're trying to gather attention for? And where do those people generally hang out? What are they curious about? What are they already paying attention to?

What can you take advantage of or dovetail into in order to attract someone's attention at the right moment, at the right time, and make them aware that you have something that could benefit their life? Here's what it is. Here's how you can benefit from it.

Yeah. Yeah. And that's a shame. Because really like those happy repeat customers are not just like your high lifetime value customers, the customers that will stick with you, keep spending money with you. They're also a primary source of marketing. Like word of mouth marketing is all happy customers telling other people who might benefit from your product that, hey, here's this wonderful thing.

You should probably check it out. And so, yeah, like things like post-sale support, sometimes customer reactivation. So like to your point earlier, it's a very straightforward marketing technique called reactivation. If you can contact Jack and say, hey, you bought candles from us last year. Would you like to buy candles from us this year? And get him to pick up just a couple more candles.

The cost of that promotion is potentially very small. You already know he exists. You already know that he's purchased. Can you just get him to do that again? Those are some of the most effective marketing sales campaigns that you can possibly run. But it also requires that they had a good experience with whatever it is that you're offering in the first place.

Marketing is just who might be interested in this thing. And... A lot of it is the fundamental thing is if no one knows you exist, no one's going to be able to buy your thing. And so marketing is the process of attracting the attention of people who might be interested in the value that you're creating.

And in an ideal world, making them curious, wanting to learn more, asking for additional information, engaging with what it is that you have. a lot of people conflate marketing and sales. To me, they're distinct processes. So marketing is the attracting attention and generating interest. And then sales is the process of convincing someone to buy and then getting them set up as a customer.