March 13th, 2013
So, let me begin by saying I’m not advocating that we all “Tune in, turn on and drop out”*. It’s just that I’ve had a number of conversations recently that have all boiled down to the same basic principle:
If you want to make your marketing / communication successful, you need to get out of your own head and into the heads of your customers / audience.
Whether you’re trying to put together a basic flyer to take to an event, or thinking about how to structure a website, or planning a presentation, or wanting to develop new product or service offerings – the same principle applies.
Now, I’m the first to admit that this is often easier said than done. It’s natural for your perspective to be focused on your business when you’re working in it every day. But making the effort to change that perspective often provides powerful insight.
For example, you may discover that what you thought you were selling is actually not what your customers think they are buying from you (yes, really!). Or you may realise that the level of information you are providing is out of sync with the problems or needs that your customers have, so it doesn’t encourage them to buy. Or you may trigger a line of thinking that opens up a new market for your services. I could go on . . .
. . . but in the meantime, why not give it a try? And if you’d like some help, well, you know where I am.
PS – if you don’t get the “Tune in, turn on, drop out” reference, it’s me showing my age: it’s a phrase popularised by uber-hippy Timothy Leary back in the 60s. And I hasten to add that I wasn’t there!