What Is the Job of the Marketer?
What is the job of the marketer?
If you’re a business owner you are, by default, a marketer.
So, what is your job as a marketer?
Traditional advice tells us to introduce anxiety to make the sale—urgency, scarcity, even leveraging your customers' identity against themselves. What if the job of the marketer is to introduce relief, instead? To help the right people find you and make them glad that they did?
“Thank goodness this person/product/service exists”.
What would that look and feel like?
What would change about how you promote your business?
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For the business owners I work with, the goal is always broader than sales—it’s retention. Clients who remain clients for years or even decades. Customers who return every time they need your product for a project.
Anecdotally, I've noticed that the clients who stick around are generally the ones who buy from a grounded state. When people buy out of anxiety, they often come in with unrealistic expectations or don’t last long—a symptom of unaligned marketing.
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So if urgency or fear-based marketing doesn't work for you, know there are other doors. Maybe it's introducing relief, clarity, joy, or something else entirely.
You get to decide what your job as a marketer is.
What if it’s a job you’d be proud to have?
— Kate
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