Of course you would. You would actually want to read it immediately. And your customers are no different from you.
What’s the main interest of a customer? Or let me re-phrase the question. What’s your main interest? You know the answer. Yourself. Sounds terrible I know, but all human beings have an interest in what happens in their lives. Be honest, so do you. That doesn’t mean that you are selfish. What would your life be like today if you hadn’t taken an interest in it? No need to say more, is there.
Your customers are also interested in what happens in their lives and how you, your products and services could have a positive impact on them and their lives. Still it is sometimes overlooked.
Marketing is about what your customer wants
If you can show your customer what you can do for them you will not have to do any selling. They will buy. In fact they want to feel they made a purchase, not that you have sold them something. In other words, let the customer feel that they had the idea.
Keep that in mind when you produce you promotional material. Focusing on the customer is, and always has been, the key to successful marketing. It does not matter what you need or want to tell them since the customers priority is what they, not you, need or want. Usually there is no need to tell them bluntly what you can do, there are more subtle ways to get the message across. Ideally they will get the impression that you are sympathetic with their ideas and desires and care about them. It’s not for nothing cosmetics companies sign up beautiful celebrities to promote their products.
Customers want you to care about them
They don’t care that you are very proud about your new office or that you have launched an exciting new product. However, if you invite them to a party at the new office or give them a sample of the new product, they will be interested. Even better if you can show them how your new product will make them more attractive to the opposite sex.
Customers don’t care if your company has had the most successful year ever, unless it has a positive impact on them. You get the drift. Your customers thinks about themselves when they read your advertisement. No need to tell them all the positive aspects of your company, just focus on what impact you can have on their lives and they will be interested. Make them feel happy doing what you would like them to do i.e. lead instead of command.
If they don’t see the positive impact you can have on them and their lives, you are on the wrong track . It’s time to adjust your promotional material to make them see the advantages and purchase. Needless to say, their purchase will be a one off if your products/services don’t have the impact on them that they would like. Or to re-phrase it, if you didn’t like the article written about you, would you be happy with the newspaper that published it?
Picture: Hernán Pinera