There is a difficulty in creating marketing mission statements and marketing headlines, and we're going to discuss some of those issues now. So why is this a difficult process? Why is it that we've struggled to write good copy good marketing headlines? Well, number one, we tend to look at the world from our perspective. So we don't really focus on the client needs and we don't really focus on what they need, we tend to focus on what we need. So we tend to need sales.

So we'll drive that will push that we need sales. So and especially if you're a growing company, and you're just trying to break into that profit zone or you're a new company, we tend to forget what it looks like outside looking in and we're just looking from the inside out. We tend to offer services because of that, rather than solutions. So, we put our services up front, we do this we do that classic example of this was, I was talking to a business and, you know, they supply broadband installation for businesses. And then when you look at what they actually communicate to their clients is a list of services in a language that people don't understand. They don't know they need.

So what we need to do is we need to offer solutions to clients problems. And if we can put that into a marketing mission statement, then the level of engagement we're going to receive is gonna rise from a potential client base. And we have to learn to think differently, we tend to think, like I said earlier, from the inside out, so we tend to think of our needs and what we need, are trying to push that all the time, that agenda, you know, and we have to focus on what the client is trying to buy. Not what we're trying To sell and this is this is really the essence of everything in this course, is focus on what the client is trying to buy, not on what we're trying to sell. Because it two different things, and we'll explain them as we go through. But if you offer what the client is trying to buy, then you'll get the sale.

But if you're trying to sell something they don't know they need, they won't buy. So we have to divorce ourselves from earnings and we have to focus on this. We have to forget about our top line we have to get forget about our sales figures. You know, we have to forget about all those things, you know, maybe cash flow pressures, all of those things, we have to forget about those. And we have to completely and utterly focus on their needs. Before we even begin to think about writing a marketing mission statement or a marketing headline