One of my biggest pet peeves is marketing that focuses on the company doing the marketing.
Their message is all about how great they are. It’s all about their product features and specifications. It’s about everything but the customer. They seem think their potential customers are out there just waiting to hear how great these companies think they are.
Maybe that worked 30 years ago.Maybe it was still effective 20 years ago. But it’s no longer a useful strategy.
Because your customers don’t care what YOU say about YOUR COMPANY.
Instead, they want to know what you can do for them. Even more, they want to know that you care about them. They want to know that you believe your mission is to help them get what they want.
Kathy Sierra, of Creating Passionate Users has posted a graphic that describes this change well. It helps explain how we should be marketing if we really want to connect with our customers.
The graphic is at once funny and informative. It’s a “here’s how it used to be/here’s how it is” kind of graphic. It shows two pictures.
One is of a guy with a glass of beer telling us to…
“Buy this because we kick ass.”
The second picture shows a guy holding a glass of milk while imploring us
“Buy this because we want you to kick ass.”
You can see the graphic here.
Beer vs. milk arguments aside, the lesson is striking and accurate. It goes straight to the heart of how and why marketing has changed. It clearly shows us why so much marketing these days will continue to be ineffective because it focuses on the product or service, not on the customer.
You want more customers? Quit thinking about (and talking about) you and your
product and all its fantastic features.
Instead, walk in your customer’s shoes. See things from their view. Figure out how to help them get what they want. Help them do it better. They’ll repay your efforts by becoming your customers and by telling others how great you are.