The wrong way to approach marketing

When I work with startups on marketing and growth. I often get a version of this question:

Should we focus on events or content? A whitepaper or a webinar?

This is like starting at the finish line.

Because there is an important distinction.

Don't confuse what you're trying to say with where you want to say it.

  1. Who are you talking to (person)
  2. What do we want to tell them (the message)
  3. Where can we tell them (distribution)

Most people start with the distribution.

Start with the person ✌️