Attract More Clients Easily with This Mindset Shift

Right now, there are clients who should be doing business with you, but they’re not.

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And you know why? Because they don’t even know you exist. Or worse—they know you exist but don’t like and trust you enough to buy.

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I can’t count how many CEOs still have this mindset that the “product should sell itself” or that “their years of experience” should bring in more clients.

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And they’re not entirely wrong, though, because if the product or service isn’t good, you won’t have any repeat customers or word-of-mouth referrals.

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The problem now is that you need to break through the barrier of noise of an oversaturated marketplace. Competition is stiff, and over the years it’s gotten harder to break through the noise.

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And without proper brand positioning, standing out from the rest is nearly impossible. Which means people need to take a leap of faith in trying out your product or service first. That’s too much risk that most people aren’t willing to take on.

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Think about it. When you’re in the grocery store, you pick brands you know, and even if another brand is cheaper, it’s still a huge risk that you’d rather not take.

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Even if your company has been in business for years, relying on that alone means you’re okay with alienating new customers, especially the millennials and Gen-Zers, knowing fully well that the purchasing motivation for these buyers is very different from the older generation.

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The old funnel, which most marketers know, is the AIDA funnel: Awareness—Interest—Desire—Action.

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The new process for millennials and Gen Z: Inspiration—Exploration—Community—Loyalty.

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I know for sure that your business wasn’t built to alienate these demographics of people even if you’re in B2B sales.

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So, I have two questions for you:

1.???? Are there millennials working in B2B??

2.???? Are there Gen-Z working in B2B?

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If you answered yes to both these questions, then we’re on the right track. And we already know for certain that these are a large chunk of B2C buyers as well.

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Now, here’s where most businesses make a fatal mistake:

• They see marketing as an expense, not an investment.
• They think, “Marketing costs too much. We need to cut back to save money.”

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And that right there is the mindset that keeps businesses struggling to get new clients. Every year the old way of doing marketing is on the verge of extinction.

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While agile companies that embrace brand positioning and marketing continue to dominate the air and internet waves. They do this by taking content marketing seriously.

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Two days ago, while scrolling through the comment section of a funny TikTok video, one of the commenters mentioned not remembering the last time he turned on his TV due to how entertaining he found TikTok.

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He could flick through hundreds of content (exploration) in just minutes, plus the added advantage of engaging in the comment section (community).

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And you can easily prove what I’m saying if you’d conduct a simple survey of your employees. They’ll tell you their number one distraction is their cellphone.

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When working, eating, exercising, driving, in church, and spending time with friends and family, they get distracted by their phones. And I’ll argue that 70 percent of the time it’s not phone calls or text messages; it’s social media.

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Let me ask you a different question: Does your TV, newspaper, or radio distract you the same way your cellphone does? The obvious answer is NO.

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But with a connection to the internet and a mobile phone, the distraction begins.

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Why?

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Because you’re entertained every time you’re plugged in.

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To top it all, these platforms are free to join, and you don’t even need a subscription. If this is the case, why aren’t you taking advantage of it?

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Especially since posting content on these platforms has turned teenagers into millionaires overnight. And if kids can do it without having a business model, how come your company isn’t taking advantage of content marketing?

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The Reality Check: Marketing Pays for Itself

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If I told you to invest $1 to make $3 back, would you?

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Of course, that’s a no-brainer, and that’s exactly what effective marketing does. Only if you shift your mind from viewing it as an expense because it’s not. It’s actually a revenue-generating machine if done right.

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Upon closer examination, the businesses that dominate their industries aren’t the ones with the best product. They’re the ones who market the best through effective brand positioning (differentiation).

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And yet, so many businesses pull back on marketing the moment cash flow gets tight.

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But here’s the brutal truth: cutting marketing to save money is like stopping your watch to save time. It doesn’t work.

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How to Think Like the Winners

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The companies that win, whether it’s Apple, Nike, or your biggest competitor, don’t ask, “How much will this cost?”

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They ask, “What’s the ROI?”

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That mindset shift is simple but powerful.

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Instead of “Marketing is an expense,” think:

• Marketing is an investment in future revenue.
• Marketing isn’t a cost—it’s the engine of growth.
• Marketing is how we build brand authority and trust.

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One of the big real estate development companies, a Polish-based commercial real estate company, i2 Development, has campaigns literally everywhere in my city, Accra.

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They have a huge billboard that blocks off an entire area at KIA (Kotoka International Airport) with smaller billboards in some parts of the city and online too, especially on Facebook and Instagram.

Clearly they understand that whoever is ready to spend the most to attain a client wins.

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How to Market Like a Smart Investor

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You wouldn’t throw money at random stocks and hope for the best, right?

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The same goes for marketing. It’s about strategic investment, not blind spending.

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Here’s how the pros do it:

• Track ROI: Every marketing dollar should have a measurable outcome. SEO, content, email, and paid ads should all be tied to revenue growth.
• Double down on what works: If a campaign is bringing in leads at a profitable rate, scale it. If something’s not working, tweak or drop it.
• Long-term thinking: Marketing isn’t a “one-and-done” game. The brands you trust today? They built that trust over time, not overnight.

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Final Thoughts: Are You Investing or Just Cutting Costs?

You can treat marketing as an expense and stay invisible. Or you can invest in marketing and own your space in the market.

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If you want to grow your business, it means more market share and more revenue. All that doesn’t happen unless you have more clients.

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This is truly simple: If you never play the game, you can never win.

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So, if what you’ve been doing is not producing the results that you want, then you have to try some different moves. My suggestion to you today is to try content marketing.

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Because let’s face it: the best product doesn’t always win, but the best-marketed product does.

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So, the question is—will your business be the one people think of first? Or will you stay in obscurity while your competitors take your market share?

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If you’re thinking I’ve never considered all this before, that’s a great step. And if you’re thinking, “I have absolutely no idea about how to start.” You’re in the right place.

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We make it so easy by helping you build a marketing system that attracts clients, drives revenue, and makes your brand undeniable.

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So, let’s talk. Drop me a message, and let’s make your business the darling of your industry.

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This is, the business matchmaker, Christopher Njokanma, signing off.

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Every week, I stay committed to providing value for you. Remember, my daring reader, to Like, Comment, and Share this article, for it might be the boost someone needs to start content marketing in 2025. Stay tuned for more awe-inspiring insights and discoveries in the captivating world of unconventional success.

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Christopher is the Founder of Cloud98 Marketing – Helping you grow your business with content that works.