A lot of marketing nowadays is about building value in a relationship. You need to prove to your audience that they need your brand in their lives and that their lives are better with you in it rather than without you.
With this in mind, your marketing efforts must focus on delivering value to your audience based on the expertise you have built up by solving your audience's problems. But in order to do this successfully you must actually be motivated to help your audience… not just want to pocket their money.
If your only motivation is to increase your turnover the temptation to just blast sales messages will be too strong. However, if you truly want to solve your audience's problems you will be motivated to create content, in the form of blogs, podcasts, videos, infographics, etc, to actually help them. This builds leverage in a relationship that will see them turn to you first when they have a need for your products or services.
So, how much do you truly want to help your audience? Are you committed to actually solving their problems? Or do you just want to increase your turnover. It’s a question well worth asking yourself….