As you turn these pages, you’ll discover that marketing, at its core, is about clarity and connection. It’s about understanding the people you wish to serve and crafting your message to resonate with them deeply.

Mistake Three: Seeing Marketing as Inherently Bad The final mistake is a common one. It’s the “ick” factor of marketing. Smart people tend to have some of the strongest negative associations with marketing.

Method 1: Listen for the (Bad) Questions Your Customer Asks

I was responsible for everything in my business—designing the slides, keeping track of time, managing the Q&A, and you know, teaching the course. While it was exhilarating to pursue my passion, the burden of having to do it all myself felt like a crushing weight on my shoulders.

when looking to solve a problem, consider those who faced constraints that led to the best solutions.

Thanks to Billy’s help, I now know the profound importance of understanding your customer, crafting a meaningful offer, and thoughtfully addressing objections.

If you’re like the typical reader of this book, you’re not looking for a quick fix; you’re looking for long-term, sustainable business growth. To achieve it, you must prioritize your attention upstream to your core message first.

Why Do Smart People Overcomplicate? To begin, we have to ask why do smart people overcomplicate things? One reason: because you’re able to. You have a sharp mind, and you know how to use it.

Have you noticed that often the customers who pay the least require the most attention, while the ones who pay the most are a dream to work with?