By Anna Condon, Junior Copywriter
Whether you’re selling shoes, managing financial portfolios, or renting chickens (yes, that’s a real thing), your marketing won’t succeed without one key factor:
It’s a simple advertising principle that should be the foundation of every project. But with so many bounce rates, social shares, influencers, purchase paths, sales funnels, and every other marketing buzzword you can think of – empathy is one of the first things that falls by the wayside.
It’s not about you.
You’re close to your company. You want the business to succeed. You want people to like your service. You want to be ranked high on Google. Just by nature of running the business (or managing the marketing of the business), it’s hard to look past the blinders of your core values, your business goals, and your desired perceptions.
But in the end, marketing isn’t about you. It’s about what you can do for your customers. And if you can’t understand what their values, goals, and perceptions are, your marketing is going to suffer.
Think about your life. Do you choose friends who only talk about themselves? Who aren’t there for you in a crisis? No! That’s not how we operate as people. We look for relationships that enrich our lives. For people who take an interest in our interests, who truly want the best for us. And it’s the same with brands.
No one wants to hang out with the guy who can only talk about how much money he makes and how he hiked that one mountain or how amazing he is. So, don’t be the business version of that guy.