Kudos to Alexa Samuels for laying bare the dangers of not being customer-centric when creating your communications – Is your marketing making the customer think too much?
Begin with the mindset of: Where's my customer's head at regarding my product? and you will, at minimum, prevent customers from bypassing your message since they'll recognize themselves in your piece. At best, you will have gained new brand advocates since you've solved a problem for them and demonstrated respect for their intelligence and time.
On the other hand, if you launch your communications thinking: Hey everyone out there, lemme tell you all my detailed news!, you will likely confuse people who aren't as close to things as you, or worse, create a lasting negative impression of your brand.
Remember the old saw that it takes 100 contacts to create a good impression, but just one to break it!
1 comment:
Thanks, Tim. I'm glad that I wasn't the only one who felt the company's messaging could have been improved with a little more forethought.
Hopefully next time we can share an example of a really great marketing piece.
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