Most businesses and marketers have an almost dogmatic faith in the power of “Awareness.” It’s one of those self-evident truths that if lots of people know about you, you’ll get lots of business.

Unfortunately, that’s not how it works.

Awareness is just the critical first step. But on its own it counts for nothing. In a previous post I talked about how marketing is like dating. In this case it would be like walking into a bar and shouting “I’m up to 40% more interesting. Call me at 1-800-GREAT-GUY.” (And you’re yelling over 100 other people who are “Your Dating Solution.”)

I guarantee, if you do it long enough you’ll get a few calls… but only from the few unlucky souls who haven’t realized that there are billions of other ways to meet people online and off.

Awareness used to count for something, but today consumers demand more. You have to go beyond stealing a moment of attention. You have to give them a reason to keep listening. And most importantly, you have to offer something worth having.

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