Stop Thinking Like You.
Many marketers suffer from a common problem: they know their products too well and can’t see them as a stranger to the brand would. Instead, they tell the customer the ‘what’ when they could be winning them over with the ‘why.’ Hero principal, Jeff Mason, discusses ways marketers can avoid those blind spots and employ empathy in order to better communicate with their customers.
Ask yourself these questions when creating your marketing message:
Why was this product created? Origin storytelling is a powerful way to communicate your brand’s purpose and earn customer appreciation.
Who is your customer and how did they find you? Remember where your audience is coming to you from, and talk to them accordingly.
What language are you speaking? This is part two of remembering your audience. If what you sell is specific to a certain type of customer, then speaking in technical terms is appropriate; but if you are competing on the grocery shelf, use layman’s terms.
What does your product do? This is the piece of the puzzle that is most often overlooked in advanced planning stages. Get back to the basics. The most effective way to sell your product is by simply letting it speak for itself.
Other videos in this series:
Marketing Success: Connect with your audience.
The Project Brief: Clients, your designer needs your expertise.
Hero Smarts is a video blog series where we
share things we’ve learned about design, marketing
and business.
