30. Know your clients' customers better than they do

Your job as a marketer is to grow your clients' business so you can actually get results.

It doesn't matter how good you are at the tactics, if you don't know exactly who buys your clients' products and services and why, you won't get the best possible results.

When I work with a client, I often spend a lot of time up front doing research. 

Things like researching the industry and the competitive landscape. 

But most importantly, I spend as much time as I can understanding the kind of people who buy the products or services and why. 

I do this by interviewing their best customers (in some cases),  running very short surveys, and analyzing the emotional and logical reasons people buy.

Yours,

—k

P.S.  I recorded this quick audio while walking outside. The audio isn't great, but I hope the kernel of the idea is enough to make it worthwhile to listen to. 

I'm not sure if I'll always publish audio like this while I'm out and about. I realize it can bug people to listen to low-ish quality audio.

But in this case, I figured it's better to share in case you get value out of it. What do you think?