Don’t You Love Your Kids?
Just a few short years ago, my very successful daughter was suffering through an emotional crisis at work.
I listened carefully as she bemoaned her frustrations with her managers and co-workers and grappled with what course of action she should take to get her career on the path she desired.
Applying my master skills in Socratic Selling, I asked open-ended question after open-ended question.
Finally, I struck a nerve with “what concerns you with that course of action?”
“How could I do that, Dad?” she replied. “What will people think about me then?“
I finally heard her concern. She was stuck worrying about the opinions of others.
“Honey, can I tell you what people think of you?”
Her tone changed as she barked,
“Sure, Dad, tell me what everyone thinks of me. I really want to hear that now!“
“They don’t. They don’t think of you, because they are too busy thinking about themselves. They don’t have time to think about you. Now go spend time thinking about yourself knowing that they just aren’t thinking about you.”
“Well, thanks, Dad. Now I’m really depressed! LOL!“
Isn’t This About Marketing Communications?
Yes, it is. Clearly, you want people to think about you and your business.
So … you tell them all about:
- your business,
- your low prices,
- your products and services,
- your great customer service,
- your commitment to quality,
- your decades of business history,
- and more blah, blah, blah that’s all about you!
If, by some small chance, they hear you with all of the noise and clutter, those stories ring hollow.
“So what?” ask your prospective customers. “What’s in it for me?”
It’s not probable, but it is possible, that you capture their attention for a brief moment.
- A few may stay and learn about about you.
- Others will stick around for awhile before they run for the hills.
- But most will be gone in about 3.4 seconds … and they will never be back!
Your massive investment of blood, time and money in promoting your business flows out your door, down the street and into the gutter, lost forever with far too often not a single new prospect to pursue.
All because you just couldn’t stop talking about yourself.
It’s NOT All About You!
In fact, almost none of it is, at least not until your prospective customer is ready to learn about you.
Nobody cares how much you know, until they know how much you care.
Now you have a new challenge in all of your marketing communications.
Can you demonstrate to your prospective customers how much you care?
- Can you demonstrate that you know who they are?
- Can you demonstrate that you understand their pain?
- Can you demonstrate that you understand their needs and wants?
- Can you demonstrate that you empathize with their decision-making process … that you are there to help them evaluate and buy, rather than to sell them something? (do you grasp the difference in approach?)
- Can you demonstrate that you care about them first, before you start telling them all about you and how much you know?
If you can demonstrate all of these things, you now have a chance of standing out from the other 5,000, 10,000 or 20,000 marketing messages they are exposed to each and every day.
Are You Willing to Change?
Getting your marketing message right isn’t a question of your ability. You and your business are capable of changing and communicating to your prospective customers on their radio station – WIIFM.
The question is – are you willing to change? Will you detach from your focus on yourself and focus on your prospective customers?
Can you do it? Yes, you can!
Will you do it? Only you can answer that question.
Profound change can only come from outside the organization, and only by invitation.
W. Edwards Deming
If your business needs profound change in your marketing communications, invite us to assist.