4 words that could change everything

Recently I was driving innocently to who knows where. (I’m a spontaneous road-tripper and I usually have no idea where I’m going and that’s the point. My kindred spirits know what I’m saying.)

So here I am driving all internet-marketing nerd down the highway when I notice 4 words on the back of an 18-wheeler.

Lease. Train. Drive. Team.


This means nothing to me.

For me, these words don’t really mean all that much. But that’s the point, right?

I’ve never been a truck driver and have no desire to ever put my tiny butt behind a wheel of something that massive. No thanks.

But these words mean EVERYTHING to the right people. To the type of people who share the priorities of this company who is trying to reach them. They see the world in the same way. They are motivated by the same things.

To the right people, these words spell opportunity. An opportunity to work for a company that understands them.

It’s a GOOD THING that I didn’t understand.

They aren’t talking to everyone; they aren’t even talking to ALL truck drivers. They’re talking directly and distinctly to the small group of folks who matter to them.

And that’s exactly the point. They’re accomplishing exactly what they set out to, and nothing else.

What an amazing feeling that must be, right. To actually EXCLUDE those that aren’t right for you. To not feel like you have to reach everybody.

And all because you know YOUR people. Their priorities and motivators. That’s all it takes.

If you know how your people see the world, if you know what is most important to them and what motivates them to make a decision, then you can talk to just them and no one else. You can connect with them just by being truly authentic.

Knowing your people gives you everything you need to know to not only reach them but to shape every aspect of your business. Knowing your people changes everything. Tweet This

What if you only had 4 words to reach your people? What would they be?

Attention marketing is dead. (And what to do instead)

Imagine you’re standing in a crowd. There’s a man on stage. He turns to the crowd and waves.

Now this isn’t just any wave. He’s jumping up and down. Holy cow, just look at him! He’s grinning so hard it seems his face will stick that way.

But is he waving at you? Or someone else?

For a second you think he catches your eye, but no. He doesn’t see you.

He’s not just waving to wave. He’s waving because he wants something.

He wants something from you, but not just you… from everyone. He wants the attention of the crowd, and he has it. For a moment at least.

Now, imagine you’re at your favorite local coffee shop.

A man walks in.

He’s dressed like you. He sees you looking at a piece of art he’s often admired on his morning stop for the best coffee your little town has to offer. He has a genuine, kind look on his face.

He looks you in the eye, smiles and waves. No giant grin. No jumping up and down.

He doesn’t seem to want anything from you. Just a friendly wave to someone who seems to be like him. You’ve never seen this guy before, but you know he’s waving at you. You wave back.

This is different.

The connection is all that matters.

If he were to approach you, you’d feel comfortable starting a conversation.

Maybe you’d discuss the piece of art you were admiring, the coffee or maybe this could be the start of an incredible business partnership or the first conversation with your next big client.

[Tweet “The purpose of marketing isn’t to find a stage, it’s to find your people and connect with them.”]

It’s about making eye contact and waving at those who, like you, are looking for someone who gets it. Someone like them.