Why does my marketing content feel so random, and how can I change it?

Marketing is a reflection of and communication about your business model. If you don’t have a clear idea of your model, your marketing messaging and activities will reflect the messy confusion you have internally.

Having a clearly defined business model is critical for making company decisions:

  • Choosing services and vendors
  • Selecting employees
  • Identifying ideal clients and target markets
  • Deciding what to talk about in marketing activities

When you have a defined approach to your business, you can use that clarity to filter what and who is a good fit for your organization.

Lack of clarity hurts your efforts

If you don’t know the foundational elements of your business, then every decision is just random and based on an in-the-moment feeling. If you’re confused about what you’re doing or who you’re doing it for, your marketing will come across as messy and unclear.

For example, if you’re working with any type of business of any size in any community, you come across as very generic. And you’re likely putting out a generic message, which is about the equivalent of putting an ad in the yellow pages, hoping someone will find it and call you.

Getting clear in your thoughts and messages

When you know who you are, what you’re doing, and who you’re doing it for, then you can use that clarity and be specific with your marketing content.

Let’s say you work with private schools and non-profits, or gray collar businesses within your state, or local community-owned businesses. You know who you want to talk to, so you can direct your communication specifically to them.

You can address the particular benefits and challenges these groups face because you’re an insider, which allows you to become a knowledgeable and empathetic resource for them. When an audience feels that you understand their challenges, they’re more drawn to listening to what you have to say.

Leverage the insider information you’ve learned about your audience as a way to get their attention. Write, speak, or post about their challenges and offer ideas for how they can address them. Make yourself a go-to resource to help their business.

This approach to marketing will help you build the trust you need to earn the opportunity for a sales conversation.


Learn more about having a clearly defined business model.