Many people associate the word “indoctrination” with military brainwashing, cults, religious dogma and sometimes even parenting.

The Merriam-Webster dictionary defines “indoctrination” as “to instruct esp. in fundamentals or rudiments: teach.”

In marketing, we indoctrinate ideal customers by educating them on the value of what we have to offer.

Good marketing doesn’t try to change your ideal customer’s mind or worldview. It doesn’t bully them into trusting you. That’s a one-way ticket to the business graveyard.

Good marketing meets prospects “where they live.” It enters the conversation already happening in their heads and paves the way for a long and mutually beneficial relationship.

To welcome ideal customers into the world of your product or service, create all your marketing assets (website, sales pages, emails, videos, etc.) with the user experience in mind.

A common mistake business owners make is talking all about the features of their product in their marketing instead of telling the reader/viewer/user about its benefits and the problems it’ll solve.

People don’t buy products or services. They buy solutions to their problems. If you’re not telling them how you can help them, they’ll keep searching until they find someone who does.

To write copy that converts the curious, put yourself in the mindset of your ideal customer and ask yourself, “What’s in this for me?”

If your copy isn’t answering that question throughout the user experience, it’s wasting your money and their time…

And life’s too short for any of us to be wasting valuable time and money.