Marketing is about people. I know that doesn’t sound very revelatory, but hear me out.

Today I was on a call with our Ask the Wizard’s group, and my Wizard of Ads partner, Paul Boomer, asked a question,

“What unexpected insight about human connection has most transformed your approach to crafting messages? How has that understanding changed the way you support your team’s clients in creating work that feels both authentic and effective?“

The point of good consulting is to help the business owner feel seen and be heard. It’s to make the moment of consulting discovery be more human. Plenty of business books offer quick tips, numbered lists of best practices, and “Insider Secrets to Make You the Wealthiest Person in Whatever Room You Happen to be Standing In”. (trademarked). But that’s not what good consulting is.

The person behind the business is what makes the business magical. Why did they start the business? Why do they choose to spend their life solving this specific problem in the world? What makes them get up in the morning and keep doing it? What brings them joy?

Those are the questions that a good consultant uncovers with their client as the relationship progresses.

But there is another very important (some would say vital) part of the equation for entrepreneurs.

Customers.

Good marketing accomplishes the same thing. Great messages make people feel seen and heard. They give them something to identify with and remember. They provide hope. The part of the business story that is the most human is the same part that will resonate with the customers.

What I love most about working with business owners is sitting in the room with them and helping them discover and remember those things. And even more fun is finding the most magnetic and interesting way to tell that larger story to the public. We love creating something that they can fall in love with and hold on to.

That’s what great marketing is truly about. Making people feel seen and heard.

Everything else is just noise.

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