Kill the pain, then take the vitamin
And just like that 2 weeks zoomed by. Did things happen? Were lessons learned? Were memories made? Surely. Time happened. The key is to find the pain. Then create the the painkiller. Everyone knows they should take vitamins. But it's pain that drives action. Painkiller, then vitamin. Not vitamin, then painkiller. Brand awareness works for giant companies, not boots-on-the-ground-trying-to-get-off-the-ground startups. Startups need a direct offer--a dang good offer. And to a cold audience, a funnel is still needed for that dang-good offer. They need to track to responsive rate, conversions, show ups, closes, and average deal value. And once you know how to calculate your client acquisition costs, the game is afoot. The problem is that most businesses (especially attorneys) don't know where their clients come from and how much they cost to acquire them. Just keep doing the same ol, same ol and ...