If you think the answer is: get more sales, get my name out or get more leads, you would be partially correct. These are certainly desirable results of marketing. But there is something more fundamental. Any marketing should do all of the following:

• Get the attention of your target market
• Facilitate their decision making process
• Give your prospect an easy way to take the next step in the buying process

Effective marketing accomplishes all three objectives. As a marketer you must figure out what is important to your prospects and provide proof you can provide them what they want. If you communicate that message properly your prospects will pay attention, believe you and take action.

Facilitating a prospects decision making process is a concept most companies and marketers overlook. To capture all prospects, not just those ready to buy today, you must understand the process your prospects use to buy your product. We call this the educational spectrum. If you do not take this process into consideration your marketing will either be off target or you may only capture today's buyers who are only 5% of your total opportunity and you'll leave the other 95% to your competitors.

Accomplish these 3 objectives and you will become the obvious choice to do business with.