During the preparation of your marketing campaign or presentation, always remember that..
It's not about you. It's about them.
Answering that one question right out of the gate will grab people's attention and keep them engaged.
The brain is a lazy piece of meat that tries to preserve energy. Make the customer brain work too hard, and you'll lose your audience.
Your listeners are asking themselves, “Why should I care?” If your product will help your customers make money, tell them. If it helps them save money, tell them. If it makes it easier or more enjoyable for them to perform a particular task, tell them. Tell them early, often, and clearly.
Even for this blog, I try to pick information that might be useful and actionable for everyone. It's not just another marketing blog for the sake of exposure or collect as many emails as possible. The content is vetted thoroughly before posting it here. I always ask myself, how does it help my readers and especially me?
Don't just leave people guessing. Before you explain the technology behind a new product or feature, start with how it will improve their experience.
Here is an example of Steve Jobs presenting Keynote for the first time:
"Using Keynote is like having a professional graphics department to create your slides. This is the application to use when your presentation really counts".
Nobody has time to listen to a pitch or presentation that holds no benefit. If you pay close attention to Jobs, you will see that he doesn’t “sell” products; he sells the dream of a better future.
This is because your audience doesn’t care about your product. People care about themselves.
According to former Apple employee and Mac evangelist Guy Kawasaki, “The essence of evangelism is to passionately show people how you can make history together.
Evangelism has little to do with cash flow, the bottom line, or co-marketing. It is the purest and most passionate form of sales because you are selling a dream, not a tangible object.”
Sell dreams, not products.
Ask yourself, “Why should my listener care about this idea/information/product/service?”
Focus on selling the benefit of the product. Remember, it's not about features, it's not about you, it's about THEM.
Thanks for reading!