Why should people follow you?
Why should they comment on your social media posts, subscribe to your newsletter, download your latest research, share and spread your word?
As a marketer, if you are not constantly asking yourself this, you will not succeed.
Also, if your are answer is, “to become a new lead”, you will not succeed.
People are not out there seeking you. They are out there seeking themselves.
All great marketing was challenged. At some point, by someone.
And so, if everybody likes what the marketing team produces, they are probably on the wrong track.
The truth is, you don’t know what is going to work or what will be great. So never have a committee preemptively trying to determine that.
Image from Marketoonist.
When a person comes to you with a problem, pointing at the fact that they are the reason behind the problem is not going to set them at ease or help them get past it.
When a customer comes to you with a problem, telling them that their behaviour is why the problem exist is not going to set them at ease or help them get past it.
Reality and facts are really of little help when emotions are involved.
What is valuable to your audience?
We design experiences with our own benefit in mind, trying to make life easier for us, adding an additional step so that we don’t have to do some more work.
And the burden of all this, of course, is on the user. Who has options and kindly says, no thanks.
A Netflix for video games.
The Airbnb for parking.
It’s a great way to describe what your product does, but do you and your team understand what that means? What are the characteristics of the original that you believe you have? What will ensure that you will still be in that same game in the future? Or is it a trick to cheat your stakeholders into believing you will get to a similar valuation?
It is a useful exercise to clarify what you mean by taking this useful shortcut. It brings your team together and creates alignment throughout the company. It gives you milestones to look forward to and a manifesto customers can buy into.
Start with:
You've got this 