This is better than a crystal ball

My sister is deep into the woo woo world.

Growing up, she had a Ouija board and a crystal ball.

Today, she loves to visit psychics to get a reading.

The sad part is she makes life decisions based on what the psychic tells her.

Needless to say, she struggles.

Imagine making life decisions based on the Magic 8 Ball toy.

Some days, I feel the same way about marketing my business.

I catch myself focusing on what I imagine I want, instead of using data to make decisions.

I used to focus on my ideal customer avatar.

Joe is a married 45-year-old senior executive.

He’s married to Jill, who is also a senior executive.

They have two children and live in the suburbs.

Blah, blah, blah.

Of course, we want to work with successful people who make a lot of money and will pay us a lot of money.

The problem is…

…are they having a problem we can solve?

Most of the time, Joe and Jill don’t need my help.

My brilliant marketing messages miss the mark by a mile.