Gear your marketing to people already in the market, and know what they really buy other than instant gratification.

Fresh from college, I decided that I had to own a business suit. This brought up several questions:
1. Where should I get it?
2. How much should I pay for it?
3. What should I look for in a suit?

Coincidentally, I came across an ad in the newspaper headlined: “How much should a man spend on a suit?”

I read every word in that ad—and brought from the store without even visiting other stores!

Your prospects operate in a similar fashion. Marketing didn’t create my need for a suit—an upcoming job interview did! But, marketing predisposed me to look for information about buying suits—information that the ad provided.

Ask yourself: Do your marketing communications offer the information that prospects ready to buy are looking for?