One of the biggest mistakes business owners make when working on marketing is worrying too much about what they like and not enough about what their customers or prospects will respond to.

When creating a marketing strategy, it’s imperative to put yourself in the head of the client, and realize that your wants and needs are a distant second to the wants and needs of the people you're trying to reach.

In this episode of The Messengers podcast, Chris Searles and Rob Seifert discuss the ways that companies often fail by crafting a marketing strategy based more around what they want instead of what the customer needs.