|YOU'RE NOT THE CUSTOMER
When creating marketing materials for your business, it can be easy to fall into the trap of evaluating everything from the wrong point of view: yours. After all, it doesn’t matter if you would be enticed by a proposed offer, or if a particular headline “speaks” to you. All that matters is what the members of your target audience would think. Always aim to evaluate everything from your customer’s point of view, not your own.
Who are you targeting?
Of course, in order to be able to do this you must be extremely clear about who your desired customers are. Before you create any type of marketing materials for your business you need to clearly define each of your target audiences (you’re likely to have more than one) and then learn as much as possible about them.
How do they speak? What’s their educational level? What does their day look like? What are their hot buttons and needs? If you were to sit down with them for coffee, what topics would likely be on their mind?
What do they want?
Remember, when learning about your offerings, all your prospective customers care about is “what’s in it for me?” How will your products or services solve their problems, meet their needs or improve their lives? When you can answer these questions in a way that resonates with them, you’ll be well on the way to getting the sale.
What if you are like the customer?
Even if you are trying to sell to people “just like you,” there’s one way that you will always differ from them...your view of your brand. As an insider, you filter everything through a predisposition to think positively about your brand’s messaging. Your target audience most likely does not share this predisposition, so your message will impact them differently.