Nobody Wants Your Product-Centric Story
People are tired of hearing about your software, your piece of equipment, your revolutionary management program…
An old farmer once trudged several miles through freezing snow to his local and very remote chapel for Sunday service. When he arrived, he found the church empty; only the pastor was there.
“I'm not sure it's worth going on with the service – perhaps we should go back to our warm homes and a hot drink?” the pastor asked, hoping for an agreeable reaction from his audience of one.
"Well, I'm just a simple farmer," said the old man, "But when I go to feed my herd, and if only one beast turns up, I sure don't leave it hungry."
So, the clergyman, feeling somewhat ashamed, delivered his service - all the bells and whistles, hymns, and readings, lasting a good couple of hours…
…finishing proudly with the fresh observation that our duty remains no matter how small the need. And he thanked the old farmer for the lesson he had learned.
"Was that okay?" asked the pastor as the two set off home.
"Well, I'm just a simple farmer," said the old man, "But when I go to feed my herd, and if only one beast turns up, I sure don't force it to eat what I brought for the whole herd..."
Nobody Wants Your Product-Centric Story
People are tired of hearing about your software, your piece of equipment, your revolutionary management program…
They want to hear about what your product will do for THEM.
Good marketing does not begin with our products; it starts with the customers we have been called to serve.
It aims to build a bridge from where our customers are stuck today to the value we have to offer them once they use our product or service.
Our customers stay up every night thinking things like…
“How can we earn enough money to keep the family farm?”
“How can I spend more time with my kids without losing everything?”
“How can I gather good field data and keep my job?”
“How can I serve more growers with my current staff?”
These questions are weighing down on them, causing indigestion to rise in their stomach...
…and here we come, shouting about our feature lists and the latest comparative messaging deck built by our Certified Six Sigma Black Belt…
The long-winded preacher had nothing on us.
We need to start framing our messages from our target prospect’s point of view.
Our job as marketers is to study our customers and find out what interests them – uncover the questions keeping them up at night. Then look at your product and see how it can be used to answer those questions.
Stop rushing in to tell them about your product, your company, or your interests.
Tailor your message to their desires.
Make something different. Make people care. Make fans, not followers.
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