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Marketing used to be a lot more straightforward.

Just a few years ago, you could get your customers’ attention and bring them into your world by offering them something for free.

But everyone is wise to this tactic now. And the online business boom means it’s harder than ever to stand out, get noticed, and attract customers. 

It’s the same for every business owner and entrepreneur, including me. 

Right now, my team and I are putting together a brand new workshop. And even though it won’t cost you anything to attend, we’re still working hard to create something amazing. 

Because we know the marketing game has changed – “free” alone is no longer good enough.

So before we even think about ads or copy – any marketing, really – we ask ourselves a couple questions that will help us best serve our audience.

They might seem basic. But after twenty years of doing this, I still begin every launch by asking these two questions…

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8 Replies to “Two Questions I Ask Before Every Launch”

  1. Jeff,
    The 2 questions seem so obvious but you have already given me a “smack on the head” by focusing my attention on these 2 keys. I realize now, that I had totally missed these key ingredients that centre my attention on who my clients are and stepping up my promise to them about what they can expect when working with me.
    I also look forward to your new course.


  2. Yes, more than free is necessary! Knowing my avatar and my promise is key! I need to see where the avatar is in their life. I love the reminders of these essential focuses.

  3. Thanks Jeff. I get a lot of inspiration from your short video’s. I even noticed in compare to many other video’s on the internet, that you keep it clear.
    Most are giving like 10 soluitions to something. Wich is meant well, but then again I don’t where to start.
    With your video’s I find just that simple thing to work on. And for more I can pick another video, when i’m ready for it. These two questions now, you talked about, will stick in my brain. If you had put in more information, Like 10 questions … I wouldn’t know wich questions had the most value.
    So less is better. I learned from this that to my custumors It’s better to go deep in 1 or 2 issues then to give them a whole list. Little steps.
    Thank you,
    Paul van Vugt (mindful developing)

  4. Judith Frizlen


    Good reminder! Is the next question, how can you deliver on the promise?

  5. HI Jeff,
    I could build my list quickly, if I do something similar. I share clients professionally with allied health practitioners.
    I have written a biook. It will help lots of our shared clients.
    Could I ask my professional colleagues to share the link to something?

  6. Helen White Wolf


    Hi Jeff
    Thank you for the really pertinent content, as always!

    I had a real aha moment partway through your video when you said “we aren’t about to have coffee together anytime soon…”
    It suddenly dawned on me that you were there in the video with your cup of coffee, and here I was, in New Zealand, with my cup of coffee. It actually was a meeting over a ‘cuppa’.

    It made me realize that when we create a video and release it over the internet, we are in a conversation with each individual who watches it, in a way that has many of the same qualities as a fireside chat, or a chin wag around the kitchen table.

    Thank you so much for helping me realize that the quality of the relationship between us and our online clients does feel that personal, even though we can’t dialogue directly. We are reflecting on the same topic together – one that is important to both of us.

  7. Fred Merlo


    Great reminders! Helpful for refocusing on why I am doing this!

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