What should I do if nobody responds to my marketing?

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Answer

Work through four possibilities in order, because they need different fixes.

1. Nobody sees it. Reach is the problem. Check whether you are actually publishing consistently, and whether you are anywhere your customers spend time.
2. They see it but do not recognize themselves. Targeting or messaging is the problem. Your copy is probably too general. Rewrite it for one specific person.
3. They recognize themselves but do not act. The offer or the ask is the problem. Is the next step small enough and obvious enough?
4. They act but you lose them. Response speed or follow-up is the problem — and this one is the most common and the easiest to fix.

Diagnose before you spend. Most businesses assume it is problem 1 and rebuild their marketing, when it is actually problem 2 or 4.

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