Peter Drucker, much missed business leader and professor, said, “The purpose of a business is to create a customer.”

Then, why don’t most people who start businesses move in this direction?

How does marketing create a customer?

Consider marketing to be your megaphone message—it’s your voice, your image into the world. The words do not create a customer. The emotional connection does. (Be sure to connect with Entrepreneur Mastery Academy for Snippet Learning™ in marketing.)

First, who is your likely customer? There will be some surprises, often different than you think!


Imagine who that is, what they look like, what they wear, where they hang out, what they read, what they spend money on . . .

Next . . .What is your genuine curiosity around them? Why do you want to cater to them—Let them know. Communicate your aligned interests, why they are important to you, and what they gain be being aligned with you. Millienials, especially, want to be part of a meaningful cause. They want it straight. Don’t try to dazzle them with your footwork! Their desire to belong is similar to the 60’s when social cause took on great importance. Starbuck’s, REI, and Chipotle do well with this idea. Study their work and find others to model.

Now ask:

• What clever ways have you explored to best serve your audience? Here is an opportunity to shine.
• Find out what makes them happy, not buy. In an older research project (1999) Paco Underhill wrote a worthwhile read about the science of shopping—Why People Buy (He has an updated version to include the internet). Give your prospects a reason to invest with you—guaranteed results, instant relief, or a cause greater than the individual.

Authenticity is a precious trait. It stands upon the shoulders of trust. That in mind, why do companies put conditions on their offers? Conditional “if-then” conditions to receive something. Use the Give-Then-Get™ Principle—Give without conditions; eliminate minimum purchases and dollar amounts. Really give the percentage off with a real sale. Nordstrom retailer has real sales. See why their street cred is valuable! They know the value of VALUE, especially when patrons purchase expensive merchandise; it comes with high expectations.

The hit series, Mad Men, showed the underbelly of the advertising world in its heyday. People grew to look for the lies in the ads, as the American culture became more mature. Today, the internet creates another level of insecurity with malicious codes attached to real ads. Today’s media promotes beauty and products through bombardment. Malcolm Gladwell wrote about this in Blink.

Altruism—reaching beyond self is a rare find. This is why we love to declare heroes. We want to believe in goodness. We admire people. We want to feel that, “My connection with you, will my life better.” It is steeped in optimism.

To enhance your specialty offerings, study and embrace these ideas to underpin a strong start for you and your company. MC