Your Customers Are Not Thinking About Your Business as Much as You Are

I mean this in the nicest possible way:

Your customers are not thinking about your business nearly as much as you are.

You think about your business constantly. You remember the post you published three weeks ago. You know which services changed and why you've been talking about the same event for what feels like six consecutive years.

Your customers have other things going on.

Your business might get approximately eight seconds somewhere in the middle of all that.

This is not bad news. It just means we need to stop marketing as though everyone is paying extremely close attention.

You are much more tired of your message than they are.

A business announces something. Then we post about it again. A week later, I suggest talking about it again.

“But we've already posted that.”

Yes. We have.

You saw all three posts because you approved them. Your customer may have seen none of them.

This is why repetition matters.

Knowing you exist is not the same as knowing what you do.

People may recognize your name and still have no idea that you offer a particular service.

From inside the business, this seems impossible. It's on the website. We've posted about it. There's a sign.

But customers aren't studying your business.

They're collecting little pieces of information over time.

Marketing isn't only about reaching people who have never heard of you. Sometimes you're reintroducing your own business to people who think they already know it.

This is why “obvious” content is often useful.

You know how the process works. You know where to park. You know appointments are required. Your customer might be encountering this information for the first time.

We assume. We abbreviate. We skip steps. We think, Everyone knows that.

Everyone does not know that.

People also don't consume your marketing in order.

Your customer did not necessarily see Part One.

They may discover you through Google, then visit Instagram, then ask a friend, disappear for six months, and suddenly come back because now they actually need what you sell.

People bounce around. They lurk. They forget. They remember.

Your marketing needs to make sense even when people enter the story in the middle.

Attention and intent are different things.

Someone can follow your business for years without needing you. Then suddenly they do.

Part of marketing is remaining familiar enough that when the moment arrives, your business is somewhere in the mental shortlist.

The goal isn't for someone to memorize your service menu.

They need to know enough to understand what kind of business you are, whether you might help them, how to find you again, and whether they trust you.

So yes, you can say it again.

Your customer has an entire life happening outside your business.

Respect that.

Make the important things easy to remember.

And maybe stop assuming everyone has been taking notes.

They haven't.

That's okay.

That's what the marketing is for.