Sometimes, as business owners and marketers, we get so wrapped up in what excites us about our products or services that we lose sight of what matters to our audience. That’s exactly what Brad Koch, a coach and business strategist, discovered the hard way.

Brad talks about what went wrong as he shared a story of a marketing campaign that fell flat—and the lessons he learned about crafting messaging his customers really cared about. 

Key Takeaways:

Shift the focus to your audience’s needs. Brad’s original campaign focused on features and specs that excited his team but didn’t address the real pain points of his target audience. The "aha" moment came when he realized his messaging needed to solve his customers' problems, not highlight his product’s capabilities.

Be the guide, not the hero. Effective marketing positions your customer as the hero of the story and your business as the guide who helps them succeed.  

Clarity beats complexity. Trying to say everything in your marketing only dilutes your message. Narrow your focus, be clear, and trust that a simple, specific message will have more impact than a long list of features.

Get an outside perspective. Brad emphasized the value of fresh eyes. Whether it’s a trusted colleague, a coach, or an external consultant, feedback from someone outside your organization can help you see what your audience sees—and spot the gaps you’re too close to notice.

Actionable Insights:

Learn more about Brad

And if you have enjoyed this conversation, be sure to check out all the resources for small business owners at More than A Few Words