…marketing gets easier. Wait, how can that be?

As Bob Hoffman reminded us today and as I’ve been saying for years, nobody cares about the vast majority of the products or categories in which they buy.

When you dismiss the illusion that anybody is going to care about your brand or enter into “conversations” about your brand, you can minimize or eliminate efforts in wide swaths of marketing activity that do nothing more than consume time and resources. You can focus on the tactical execution of sound strategy that is tied directly to generating a sale or a sales-qualified lead, and constantly optimizing those results.

It doesn’t mean that you shouldn’t care about your brand or the experience you provide your customers. It just means that you shouldn’t rely on them caring to hit your objectives.