{"id":1116,"date":"2008-01-15T08:39:06","date_gmt":"2008-01-15T16:39:06","guid":{"rendered":"http:\/\/www.artsjournal.com\/artfulmanager\/wp\/2008\/01\/your_customer_doesnt_always_ca\/"},"modified":"2008-01-15T08:39:06","modified_gmt":"2008-01-15T16:39:06","slug":"your_customer_doesnt_always_ca","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/artfulmanager\/main\/your_customer_doesnt_always_ca.php","title":{"rendered":"Your customer doesn&#8217;t always care"},"content":{"rendered":"<p>Good thoughts from <a href=\"http:\/\/www.copyblogger.com\/\">copyblogger<\/a> Dan O&#8217;Sullivan (via <a href=\"http:\/\/www.donorpowerblog.com\/donor_power_blog\/2008\/01\/is-your-fundrai.html\">Donor Power Blog<\/a>) on the voice and tone of successful communications (to audiences, donors, conference attendees). Says he:<\/p>\n<blockquote><p><i><br \/>\nWhen you&#8217;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?<br \/>\n<\/i><\/p><\/blockquote>\n<p>Even more shocking and radical, O&#8217;Sullivan dares to suggest: &#8221;Your customers don&#8217;t always care about what matters to you.&#8221;<\/p>\n<p>If you lack the language to describe the benefits of your work, and its impact on your audience, see <a href=\"http:\/\/www.artsjournal.com\/artfulmanager\/main\/078829.php\">the report linked in a previous post<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Good thoughts from copyblogger Dan O&#8217;Sullivan (via Donor Power Blog) on the voice and tone of successful communications (to audiences, donors, conference attendees). Says he: When you&#8217;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 [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[4],"tags":[],"class_list":{"0":"post-1116","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-main","7":"entry"},"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts\/1116","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/comments?post=1116"}],"version-history":[{"count":0,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/posts\/1116\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/media?parent=1116"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/categories?post=1116"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/artfulmanager\/wp-json\/wp\/v2\/tags?post=1116"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}