ATTRACT: MARKETING If you build a great product in the proverbial forest and no one is there to buy it, does it make a sound? It does. And it sounds like the click of trying to start a car without any fuel in it. You certainly need to have a strong value proposition to have a sustainable and scalable growth system, and the better the value proposition, the more speed you’re going to be able to create. But a strong value proposition is not enough to build a strong business. The business graveyard contains the caskets of many great products and services! While the value proposition represents the capacity of your engine, the marketing system you have in place reflects gas fueling the potential power. If prospective customers don’t know who you are or what you do, it’s difficult for them to give you their money. You have to FIRST create awareness of your product or service with prospective customers and THEN attract them to your business if you want a chance at selling them. But if this were easy, you’d already have a surplus of customers lining up to give you their money.
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