The Marketing Function: How to Create Desire, Demand, and Urgency for Your Offers
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RSS Feed Are your marketing efforts building an audience that loves your content but never actually buys? What if the missing piece isn't your offer or your sales ability but the function of marketing itself?
In this episode, Kathryn dives deep into the critical distinction between marketing and sales, and why confusing the two is likely killing conversions for so many entrepreneurs.
Using real-world examples from her own brick-and-mortar wine business — including a barrel club that sold out in minutes with only 40 people on her list — she unpacks what it actually means to build desire and demand before you ever ask for the sale.
BY THE TIME YOU FINISH LISTENING TO THIS EPISODE, YOU WILL DISCOVER:
● Why building a massive audience can actually work against you if your marketing function isn't simultaneously creating desire and demand — not just awareness — so that by the time someone lands on your sales page, they're already sold on the offer and only looking for minor details to confirm their decision.
● How Kathryn grew a hyper-converting email list of just 700 buyers in her brick-and-mortar wine business and used strategic seasonal promotions, an exclusive barrel club, and a carefully structured announcement to create collective urgency that had people calling in within minutes of an offer going live.
● Why relying on your sales page or sales calls to do the selling means you've already missed the mark and how to restructure your marketing function so it's doing the real selling long before any conversion event ever takes place.
● How to create authentic, non-manipulative urgency around your offers by designing promotional periods with real deadlines, clear communication, and an event-like energy that compels your audience to act — the same way Taylor Swift concert tickets sell out the moment they drop.
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