Do you ever feel like you’re not reaching your customers with your ads? You spend tons of money on advertising and you keep striking out.
Maybe it’s because you talk about yourself too much.
Ouch. That one may have hurt.
But here’s the thing. Your customer’s primary concern is themselves. They come to your business for the products that you sell because it will benefit them in some way. They aren’t coming because they are impressed by how long you’ve been in business or because you’re a family owned establishment. Sure, that may make an impact in why they support you, but at the end of the day, you have products that meet the needs of your customers.
So, if your customer’s primary concern is themselves and making their lives better, why do companies spend so much money on ads that just promote themselves and not how they can solve their customer’s problems?
Your messaging needs to hit the pain points of your customers and clearly show them how your products can meet their needs to help them survive and thrive. If that is not your primary goal with your ad dollars, your ROI will not be where you want it to be.
Your company should position itself as the guide to help your customers in their story. This doesn’t mean that you can’t talk about yourself. You need to tell them how you can help them.
Picture yourself as Obi-Wan Kenobi and your customer as Luke Skywalker. Luke doesn’t become a jedi without Obi-Wan, but the story is about Luke. He’s the hero of the story, but everyone knows that Luke didn’t do it alone. He had help along the way. Obi-Wan told him about the force. He’s the expert. So are you. But the story is not about you.
So, if you want to start hitting home runs with your marketing, stop making it about you. Figure out what is causing problems for your customers, how that makes them feel, and what you can do to help. Use that in your marketing collateral. That is how you’ll win.
