The Curse of Myopic Marketing™
It’s easy to think that everyone cares as much about your company as you do. Spoiler alert: They don’t. This harsh reality is succinctly expressed in a provocative quote by Theodore Roosevelt: “Nobody cares how much you know until they know how much you care.” When it comes to marketing, this sentiment carries more weight than most of us in business are willing or able to admit.
This myopic perspective presents a paradox; the nearsightedness it causes depends on which side of the marketing conversation you’re on. For the company, it can be difficult to see the tree (a customer’s need) for the forest (the company’s technologies, expertise, and list of offerings). Conversely, the customer wants to know three things: What’s in it for me? What’s in it for me? What’s in it for me? Provide clear and relatable answers to these questions, and only then will a customer consider the definite solutions you have to offer: features, benefits, and overall value.
At the core of a marketing message that Communicreates℠ lies an unmistakably expressed alignment of values, effectively addressing the customer’s pain or pleasure quotient.
Marketing That Bears Fruit
Consider Apple®, a company known for its sleek design and ease of accessibility. Apple understands that customers aren’t interested in the intricacies of processor speeds or technical specifications. Instead, their marketing revolves around the user experience, emphasizing how their products seamlessly integrate into customers’ lives. By addressing the needs and desires of their target audience, Apple has successfully created a brand that resonates with millions.
Embrace Tunnel Vision
Businesses can forge values-based connections that transcend transactions by shifting the focus from self-centered marketing to understanding and prioritizing customer needs. It’s not about how much you know. It’s about letting your customer see how much you care.
Forest or tree? Let’s chat.
