You market to people, not businesses and not to yourself


To be successful at marketing, you need to be a chameleon, adapting to your surroundings. If you’re targeting a particular niche, you have to get into (but not under) their “skin”. Know what their stressors are, uncover those touch points, and learn what issues will motivate them to connect with you.
It sounds easy, I know, but why then do so many campaigns and websites still tout themselves? Have you ever been cornered at a party by an individual whose every sentence begins with “I”, “me”, or “my”? Is it interesting? How long does it take before you’re looking for a way out? In marketing, that “out” could be reflected in your bounce ad unsubscribe rates.
When you’re in the business of influencing buyers, you need to remember that success comes from being user-centric. Stop telling these prospects about what you do or sell. Let them know what they get from you, what it means to them, how this particular product or service will solve their problems or just make them happy. They need to connect with you on their level, not the other way around. No matter what you’re trying to sell, if the customers can’t see themselves using it, all your self-aggrandizing pitching will be a complete waste.
So, when you’re writing copy for your website or advertising, pretend you’re talking directly to this prospect at a party. Make the needs and interests of your customer the focal point of your conversation — not yourself — and you’ll really have something to celebrate!

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