You have multiple distinct buyers. Even for the same product. Being able to define your buyers with specificity will empower you to address their needs more effectively. What do they want? Problems and pain points? Motivations?

But as the marketplace changes, so do your buyers. Over time, the better you understand them, the better you are able to tailor your communications to meaningfully engage them.

Sales cycles are long, nonlinear and complex. Generally, customers are said to go through these stages:

• Awareness
• Consideration
• Purchase
• Delight
• Advocacy

Ads erodes trust. No one wants to be sold at. Which is why brands are obsessed about authenticity.

Leads will naturally make a purchase decision when they are confident in the brand, product and value proposition.

But, authenticity is not a messaging technique.

Buyers are evaluating a brand with every interaction. Will the brand deliver on its promise?

When companies are short sighted, they view marketing as a cost centre and fall into the trap of rushing to extract value from the customer.

It is a busy marketplace.

Your competitors are noisy.

But getting into a shouting match is not the answer. Louder isn’t always better.