Who is the hero of your marketing message?
Too often businesses to promote themselves by…promoting themselves. It seems right, but the concept has turned its back on the customer!
- “Quality Service and Affordable Prices”
- “Let Us Paint Your Walls”
- “Over 40 Years of Excellence”
- “Nobody Does XYZ Better Than Us”
- “Call Us For All Your Futchi-Goochi Needs”
Each of these statements has some degree of meaning. They’re fairly generic, though, and almost completely focused on the leadership’s opinion about the business itself (or how they hope to be seen by potential customers).
Marketing claims like these are not very persuasive, are they? Why not? Because consumers don’t care about your business. They care about themselves. They care about fixing their problems and getting the various things they want.
That’s the key to connecting with customers. When a business is the main character in its marketing messages, it sacrifices a large part of its persuasive power.
THE REALITY: PEOPLE ARE SELF-INTERESTED
The late David Wallace Foster, a renowned writer and professor, made the following remark in his commencement speech to Kenyon College in 2005:
“…everything in my own immediate experience supports my deep belief that I am the absolute center of the universe; the realest, most vivid and important person in existence. We rarely think about this sort of natural, basic self-centeredness because it’s so socially repulsive. But it’s pretty much the same for all of us. It is our default setting, hard-wired into our boards at birth.”
I’m not saying it’s right. It’s just true.
Customers owe no loyalty to a business that doesn’t make their life better in some way. They have no desire for a product that won’t improve their comfort, healthy, safety or convenience.
If that life-improving potential isn’t communicated in customer-centric ways, the offer or product will be ignored. Why should I let you paint my walls? Why should I go to you for all my Hutchi-Goochi needs? Why do I care if nobody does it better?
People are self-interested. Businesses owned and run by people are similarly self-interested.
Something wonderful happens when a potential customer hears exactly how buying a product will make his life better — in clear, specific, compelling language. He buys! That kind of message can penetrate the inward focus that dominates the customer’s worldview.
Emphasizing a prospect’s self-interest is in your best interest.
“Results — Nothing Less.” British Ad Agency President Drayton Bird tells potential clients that they’re not paying for marketing or consulting (which they don’t care about). They’re buying the results they want.
“Income On Demand: The Simple Secret to Unlimited Stock Market Payouts.” Who doesn’t want income on demand? Rather than saying “Great Stock Market Tips,” Agora Financial adds emotional punch and begins telling you how easy it is to reach your objective: making lots of money on the stock market.
“Is Cancer a Fungus? Can It Be Prevented? Learn How To Help Your Body Destroy the Candida Fungus, Get Your Energy and Your Life Back” Specific, surprising and all about the reader.
Who is the hero of YOUR marketing message? Remember, your should-be customers are looking out for their own best interest, not yours. (And rightly so!) They care about you insofar as they can benefit from doing business with you.
It is in your best interest to show potential customers that you’re looking out for them and that you are uniquely able to help them achieve the results they want.
But, where would you begin? How would you get that message out to your local community at a price you can easily afford. I explain all of this and much more at www.Ads2022.com