This week on Poetry in Marketing, I’m coming to you inspired by a conversation I had with a tattoo artist… in Scotland.

Your first job is

To fall in love with the problems

Your customers have.

In this episode, I share a simple but powerful truth: great marketing doesn’t start with talking about yourself... it starts with understanding your customer. What are they trying to accomplish? What’s frustrating them? What would make their experience better?

The tattoo artist I met had it figured out without even realizing it; aligning his hours, messaging, and approach to the needs of traveling customers. That’s what great marketing looks like.

If you want more business, stop leading with what makes you great and start by deeply understanding the problems you’re solving.