You might think your marketing is at its best when it “speaks to you.”
Not so.
Since you aren’t the target audience, how your marketing content makes you feel is irrelevant.
That can be hard to accept, but it's true. And that’s why it’s important to see your website, videos, commercials, print materials and other marketing efforts through your customers’ eyes.
You’re an insider at your company. You have an intimate knowledge of your products and services. So, even if you do fall into the same demographic as your audience, your bias toward your brand can easily cloud your judgement about your marketing.
Thinking like an outsider isn't easy. That’s one of the reasons partnering with a marketing agency can be so valuable.
If you’d still rather go it alone, don’t look for marketing inspiration in a mirror. Instead, point a close-up lens at your customers to see which of their pains you can address with your messaging.
Your opinion of yourself doesn't matter to prospective customers. All they want to know is "what can this company do for me?"
When you answer the people who are asking that question, then your marketing will be at its best. |
