Have you looked at your marketing copy lately? No, I mean really looked at it? If you do, you might find yourself wondering exactly for whom it was written. Sure, it talks about how great your company is―it’s miles ahead of its competitors, after all―and there are some really great lists of features and benefits that are certain to make your customers tingle with giddiness.
But what have you said about the most important element of all. . .your customers?
Talking at your audience instead of with it is a critical mistake made by a lot of marketers. In their haste to get the word out about their offerings, many companies simply forget to address the needs of the customer. When your customers read about your product or service, they need to know three things upfront that have absolutely nothing to do with what you’re selling:
- Do you know who I am? Make it clear that you understand their job roles and responsibilities.
- Do you understand my market? Show them that you have insider knowledge of their industries.
- Do you feel my pain? Always articulate the business challenges your customers are facing, to build an affinity with their needs.
Once you establish a connection based upon these three points, you are ready to tell them about your offering―and more important, they will be ready to read all about it!