5 Tips to Create Laser Focus in Your Marketing: #4 Market Your WHY—Not Your WHAT

In this edition of our Broker Success Series, Artur Budimir, Account Executive and Broker Success Advisor, talks about marketing yourself and your business to achieve top performing results.


Marketing is the Menu of a Company

This is probably the most common one that all marketing has a tough time avoiding.

Most of the marketing out there is simply a menu of a company’s features. It blandly lists its products and services. It gives you the WHAT of the business, rather than the WHY of the business.

Creating a menu for your clients that help them solve their why is a much more effective strategy.

Marketing should always focus on the WHY

The WHY is the vision of a business.

If You Build It, They will Come

Furthermore, a vision should always revolve around the client.

The vision can and should involve your business, however, it should have the client at the center of that vision. It always incorporates the client into the equation and makes them feel a valued part of the company. The only time a client will buy your marketing is when they see how doing business with you will benefit their own goals, rather than the goals of the company.

Market your company’s vision for the client, rather than the internal goals of the company.


“Good marketing makes the company look smart. Great marketing makes the customer feel smart”

– Joe Chernov