Good thoughts from copyblogger Dan O’Sullivan (via Donor Power Blog) on the voice and tone of successful communications (to audiences, donors, conference attendees). Says he:
When you’re working on new marketing materials, take a step back and assume the role of a skeptical customer. Ask yourself: Why should she care about your product? How will it make her life better or easier? What are the damn benefits?
Even more shocking and radical, O’Sullivan dares to suggest: ”Your customers don’t always care about what matters to you.”
If you lack the language to describe the benefits of your work, and its impact on your audience, see the report linked in a previous post.
Yea, verily!! One not only has to create (music, in my case)but then market/advertise it. Insoluble conflict: we all need the 30 hr. day.
Unfortunately, that is the truth. Then again, it is really the responsibility of those in the marketing and advertising agency to make the customers care. That is the challenge they must face, especially if they don’t have anything else helping them market a product.
It shouldn’t be the agency’s or department’s responsibility to make the customers care, but to make the organization focus on the customers’ wants. Customers don’t always care about what matters to you, but you should always care about what matters to your customers. Let your customers tell you how your product makes her life better. Let your customers tell you why your product matters – or doesn’t matter. Or once did but now does not. The most creative brainstorming session is half as insightful as a short conversation with one customer.