There’s one assumption that I start every marketing campaign with: People don’t care.
Every communication must assume that customers, prospects, and other stakeholders — e.g. people — don’t care, and aren’t looking for a brand to communicate with them. Even with permission, most folks aren’t eagerly awaiting our next outreach. As communicators, it is our job to give them a reason to care.
Yet, self-centered drivel fills most corporate and nonprofit emails, blogs, social updates, etc. An inability to focus on the customer plagues brands through era and medium.
Companies can’t help themselves.
They create a game of messaging tic-tac-toe to satisfy an innate need for their work to be important. It’s important to executives and marketers because that’s how they spend 50 hours of their week together, building something every week, month and year.
Meanwhile, the customer turns to the brand for an answer, a resolution to an issue, perhaps a special something to make life better. And that’s where it begins and ends, with the customer and their decision to buy or not to buy.
So when marketers bore them to death with messaging and facts about why x is important, we actually turn people away. Because we have not delivered an answer or something special.
Native advertising is such a big craze these day because brands have to pay-to-play. They have no choice because their communications bore just about anyone who reads them. The attempts to make them social have failed outside of core evangelist communities.
This continuing failure forces me to conclude that a vast majority of customers, prospects and donors just don’t care about brands. We haven’t given them a good reason to invest in us.
Everything created for them has to focus on giving them reasons to become interested. Communications have to revolve around the customer’s core motivations and needs. Otherwise you create messages that serve as lukewarm rallying points to keep employees and vendors motivated rather than true marketing touches.
What do you think? Do people care about marketing content and messages?