That line misquotes Field of Dreams, in which a voice whispers, “If you build it, he will come.”
Yet, it’s used to provoke people to believe building something worthwhile is enough to attract visitors, particularly paying customers.
But why would they come? How could they? They don’t even know it exists!
Building is an important part of marketing, but it’s not enough by itself.
- You have to reach out to people just so that they know that you built it.
- You have to share what it is that you built so that they know what it is.
- You have to connect with people so that they know why they should care.
And why should they care? What’s in it for them?
This is why the marketing continuum is so important. If you built it without thinking about them, then maybe there isn’t anything in what you built that is for them.
If you built it with them in mind, then you need to be able to tell them (and, better yet, show them) why it adds value for them.
So, what’s in it for them?
Step 1: Have an answer.
Step 2: Build it with the answer in mind.
Step 3: Tell them the answer.
Step 4: Show those who do come what the answer is.
See, building it isn’t enough. Not by itself.