Too many marketing departments spend countless hours navel gazing, trying to find a omniscient inner-voice. This oracle is supposed to communicate who they are as a company and what they need to tell their customers so that they will finally understand the value they offer the world. It never works.
Sorry, navel gazers, your belly button can’t help you. Finding yourself might have been the mantra of 70s-self-help gurus but you’ll need to listen to your customers first if you want to make your marketing relevant to them.
Even worse, this feel good approach most often leads to corporate chest pounding. “Your number one source for widgets.” “The market leader in top-quality widgets.” Messaging no one gives a damn about outside the company and most customers will even find off putting. After all, who wants to listen to someone who only talks about themselves.
This approach totally ignores what the customer cares about. If you’re spending all your time discovering yourself, you’re not discovering the hopes and desires of your customers. Just your own.
The saddest part is there’s never been an easier time to really get to know what your customer wants and what they care about. Just fire up your internet browser and get to know them better. They’re putting everything on record for you through social media. Heck, you don’t even have to actually talk to them to get to know what makes them tick.
To be clear, this isn’t to say who you are as a company isn’t important – as long as it’s focused with the perspective of the customer. An easy to understand example of this is — UPS. What can brown do for you?
