BACK TO PRINCIPLES
Understand that it is not all about you.
It's all about ME, the consumer.
No one likes people who only talk about themselves, yet brands do it all the time.
It's easy for companies to gravitate toward: "Listen to how great we are." After all, they are very proud of their new product or service. And the result is positioning, messaging, and sales pitches focused solely on the brand itself. This tendency can lead to brands that are unwittingly introverted. They are talking to themselves rather than the consumers they seek to engage.
Here's how your consumer thinks - in a nutshell:
- It's not all about you - THE BRAND.
- It's all about ME - YOUR CONSUMER.
- I am the one with all the money you want.
So what?
Companies that are marketing and selling new products often do so by highlighting the product features and functionality. In most cases, the primary communications strategy is to highlight how their innovations outperform their competitors' products. The problem lies in the fact that this messaging completely ignores how that performance helps the consumer. It's lots of features and no benefits, which doesn't resonate with those who make the final purchasing decision.