Marketing like the wind

The wind is weird. You can hear it. Feel it on your skin.

But you can’t grab it. Can’t see it.

You only see the effects of the wind, but not the wind itself.

You can’t create wind (easily). But you can harness its power to do some amazing things.

If we’re honest, marketing is a lot like the wind.

You see when new customers buy.

At some point the wind blows and a customer picks you.

But it feels random. It feels invisible. We try to understand how to make it happen more often.

But most Solopreneurs don’t really know what marketing tactic tipped that one person in our direction.

So we make tell ourselves stories about where the customers came from. Or, we make complex guesses. We create plans to draw a box around the unknowns.

We hire weather gurus (agencies or consultants).

We try and build expensive wind tunnels (funnels).

If we’re honest, we pick tactics like placing bets in Vegas. We rarely know why things really happen.

And that’s ok. We should relax more and let the wind blow.

We should focus on harnessing the wind, not creating it out of thin air.