The biggest mistake I see with marketing (and I see it all the time) is when companies focus their communications way too much on their own products and services. It’s much better to start from an understanding of your buyers and their problems. Long-time readers of this blog have heard me say this before.
Many marketers steeped in the tradition of product advertising naturally feel drawn to prattle on and on about their products and services. But I have news for you. Nobody cares.
Most marketing is nothing more than a channel for the PR department or product marketers to spew their “messages” and “product vision.” Yuck.
People care about themselves and how you can solve their problems.
Educate and inform instead of interrupt and sell.
Resist the urge to hype your products and services. Instead, create something interesting that will serve to educate, inform, and entertain your audience.
The good news for smart marketers is that this knowledge has the potential to make you many times more successful with your marketing. It may quite literally transform your business (that’s not just my opinion; many people write me to tell me so).