Listen to What THEY Want
It’s so easy to do – think that everyone likes what we do, is interested in what we’re interested in and is motivated to make decisions for the same reasons we are. Stands to reason – we can only live inside our own heads, see through our own eyes…
Good marketing however, requires that we see things through other eyes and minds – those of the intended end-user of whatever product or service we market. As I am fond of reminding people – every message needs to incorporate your USP (unique selling proposition) and what sets you apart. What does this all mean?
Say you’re a dentist and your USP is that you have state-of-the-art facilities and equipment and a variety of methods you offer your patients so they feel no pain – everything from Novocain to ‘sleep dentistry.’ That’s what sets you apart – a great office that people will feel comfortable in – the newest equipment and techniques which means they’re getting access to the very best there is AND they won’t feel any pain in the bargain.
So, mistaking yourself for your market in this case might be you thinking that the patient cares about your new drill and that’s going to be compelling for them. You care about it because it’s easy to use, comfortable, works better than any you’ve used before – talk about the drill in detail to your patients and you’ll terrify them – what matters to you just isn’t what they care about. This may sound extreme, but it illustrates the point. Your patient’s care that this new drill means the procedure will go more quickly. They care that it will hurt less. They care that your office is sparkling clean and warm and welcoming.
I was talking with a client the other day who owns a hair salon. 98% of her clients are women. She’s creating some new marketing, including a website. Her husband (and business partner) is convinced that how it looks and what it says are not that important. If people want the stuff, they’ll buy it. She thinks that women care about the aesthetics and that the products they’re selling need to be shown, seen and explained and it needs to look good to boot. Who’s mistaking themselves for their market? Her husband. He might be seeing it from a ‘guys perspective’ and he may just not understand that if wants people to buy what he’s selling, he needs to understand how they think and know what motivates them to buy and how they make decisions.
Once you understand that, you can easily and compellingly convey a message that will get the results you desire. If you fail to take the time to know your prospect, chances are you won’t reach them. It matters. First to them and ultimately, to you.
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