Hey there. One of the most overused statements in marketing is the idea that you "have to provide value." It’s a buzzword thrown around endlessly, especially when talking about social media content. But what does "providing value" even mean? The funny thing is, most people using this phrase don’t seem to know themselves.

Here’s the truth: providing value is not about what you think your customers and clients want—it’s about understanding what they actually want. And the best way to figure that out? Ask them.

Surveys are an incredibly underused tool, but they’re often misused when they are employed. Many businesses create surveys with ten, twenty, or even thirty questions, trying to gather everything under the sun. That’s a mistake. Instead, focus on one to three questions that you’re genuinely curious about. Ask things you don’t already know the answers to and leave an open-ended section for your audience to share what’s on their mind. That’s where the real gold lies.

Once you start listening to your audience, marketing becomes straightforward. You’re not just throwing things at the wall to see what sticks—you’re addressing real problems, offering real solutions, and building real trust. And while trends can be tempting, shoehorning your business into a viral dance or a trending topic often feels forced and inauthentic. If you can integrate a trend naturally, great. If not, it’s better to stick to what you know best—your story, your products, your services.

Speaking of stories, here’s a critical piece of advice: don’t let marketing advice drown out your personality. Your story is your strength. When businesses try to follow every new marketing book or social media trend, they risk losing what makes them unique. Practice telling your story. It might take some trial and error, but that’s part of the process.

Remember, social media isn’t where you close deals—it’s where you start conversations. If you’re serious about building relationships with your audience, email is where the real connection happens. But that’s a topic for another day.

For now, focus on these three things:

1. Simplify your surveys and listen to your audience.

2. Share your authentic story instead of chasing trends.

3. Practice, experiment, and figure out what feels right to you.

There’s no one-size-fits-all solution in marketing, but with a mix of intuition and feedback, you can create something that resonates deeply with your audience.