Intentional Marketing: Building Authentic Connections with Your Audience

Have you ever walked into a McDonald's, asked for a Big Mac, and instead received a three-page proposal about the benefits of a gluten-free diet? Nope, me neither. And yet, that’s how some marketers are pitching their high-ticket offers. Let's break this down!

The "Big Mac Moment" in High-Ticket Marketing

Think about it. McDonald's knows exactly what you want when you walk through their doors: fast, simple, and satisfying food. No gimmicks, no lengthy sales pitches, just a clear value proposition. This same principle should apply to marketing high-ticket packages. Yet, so many businesses end up complicating their message and confusing their audience.

Let me tell you my quick story.

I was on a sales call last few weeks, chatting with a potential client about a high-ticket marketing package that included everything from strategy to execution.

As we were talking, I could sense the confusion brewing. I was going on and on about the technical stuff—SEO audits, conversion rate optimization, multi-channel funnels.

You know, the stuff that makes my marketing nerd heart skip a beat.

But I saw that glazed look in his eyes.

It was a classic case of over-explaining when I should have been keeping it simple.

So, I paused. I took a deep breath...

And then I asked him, "If you could have one thing from this package, what would it be?"

He looked relieved and said, "I just want more customers."

BAM. Big Mac moment.

I was giving him the gluten-free proposal when all he wanted was the Big Mac—more customers.

The key takeaway here is simple: understand what your audience really wants and then deliver that message in the clearest, most direct way possible.

Now, you might be wondering, What does a fractional CMO have in common with the Big Mac Moment comedy? Well, hear me out. Just like in comedy, marketing is all about timing, delivery, and connecting with your audience.

You’ve got to know when to hit them with the punchline (aka the value), when to pause, and when to build up anticipation. If you’re not paying attention, you’ll miss the moment, and the crowd (or your potential clients) will go silent.

A good comedian reads the room, understands the mood, and adapts their routine accordingly.

Similarly, as a fractional CMO, I’m always reading the room—analyzing market trends, understanding the pain points of different audiences, and adapting strategies that resonate.

Sometimes it’s a knockout joke (a direct, hard-hitting CTA), and sometimes it’s a slow build-up (nurturing sequences that warm up leads).

Don’t Be the Guy Selling Hamburgers at a Vegan Festival

Ever tried selling hamburgers at a vegan festival? Yeah, me neither.

But that's exactly what it feels like when you try to close a sale without understanding who you're talking to.

I once walked into a meeting ready to pitch a high-end, all-inclusive marketing package. I had my deck, stats, and a plan that would make any marketing executive's head spin. But, five minutes in, I realized I was pitching a high-ticket item to a client who just wanted a simple landing page. Cue facepalm.

This is why intentional marketing is critical. If McDonald's sold everything from sushi to soufflés, they'd lose their core audience.

Likewise, your marketing should focus on building authentic, clear, and intentional connections with your audience.

Know what they crave, and serve it hot.

So, What’s the Bottom Line?

If you want to avoid the fate of the “gluten-free diet” pitch, you need to make sure your marketing is as clear and compelling as a fast-food menu.

Know your audience, understand what they want, and deliver it to them in a way that’s simple and direct. No one wants to order a burger and be handed a salad.

So now, if you’re struggling with finding your Big Mac moment or just want a marketing strategy or just a website funnel that works as smoothly as a well-timed joke, hit me up.

Let’s turn your marketing from "meh" to "hell yeah!"—without the side of confusion.