by Wendy O’Donovan Phillips


Get the most out of this article by first reading this article in this series: Harness the Marketing Swell Theory for Stronger Results.

It’s a sunny day at the beach. The beachgoers are lolling on their towels, in their chairs and under their umbrellas. The swimmers splash, play and laugh.

The beachgoers on the white sand are your target audience, those people who need your care now. The swimmers in the blue ocean are all of your target audience’s options for care: stay home and don’t seek outside help, look for support but don’t act, consider all the competing options for supported help but don’t act. The beachgoers see all the swimmers, but no one swimmer stands out to them. Therefore, they do nothing. They loll.

Wait, what’s happening here? A swimmer notices a swell, catches a wave and is now riding it well. The beachgoers sit up, take notice and point. Some stand and move closer to the shore break. A few wade into the water, curious how they can join this swimmer.

This is the power of creating a focused energy people notice.

Swells happen naturally. They occur frequently. They are already in motion.

More than that, the target audience is already present with a need you can support them in resolving. It’s just a matter of getting their attention, keeping their attention and intentionally inviting them to join you and be loyal.

How to master all three?

Get the next installment in this series: Master All 3 Areas of the Marketing Swell: Awareness, Consideration, Decision.

Since 2007, Big Buzz® has helped Stage II to Stage III organizations systemize marketing to achieve growth goals. Founder and CEO Wendy O’Donovan Phillips is the author of two books available on Amazon, Kaboom and Flourish, multiple data-driven eBooks, has been published in McKnight’s, in Forbes, and has been quoted in The Washington Post, ABC News, and Chicago Tribune. She has lectured for the American Dental Association, Argentum, several chapters of LeadingAge, and dozens of other organizations in front of audiences ranging in size from 25 to 3,000. She has been honored by the American Marketing Association for excellence in her field and has been named a Gold Key Award Winner by the Business Marketing Association. In her two-decades-long career, she has consulted with hundreds of organizations globally to support improved marketing clarity, strategies, and outcomes. Get details: visit and follow Wendy.

by Wendy O’Donovan Phillips



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