Monday, May 12, 2008
One of the most common mistakes in marketing is...
I think you'll be surprised.
Occasionally I stumble across language so eloquent I simply have to share it. That's the case with this week's blog.
Harry and Christine Beckwith in their book, You, Inc., talk about marketing. They cite a company whose marketing materials tout their credentials. The Beckwiths said "It's an impressive story...There's only one problem. It has the wrong hero."
Their point is that your customers aren't going to identify with you, they're going to identify with the people you've helped. It's your customers' success they desire.
It's counter-intuitive, but when you highlight your success, prospects doubt what they hear. When you tout your customers' success, they dream about enjoying the same success. Create marketing materials that tout your customers' heroics and you'll generate more business.
Please share your marketing tips that have helped you enjoy greater success by posting a comment or sending me an email at dale@furtwengler.com.
I think you'll be surprised.
Occasionally I stumble across language so eloquent I simply have to share it. That's the case with this week's blog.
Harry and Christine Beckwith in their book, You, Inc., talk about marketing. They cite a company whose marketing materials tout their credentials. The Beckwiths said "It's an impressive story...There's only one problem. It has the wrong hero."
Their point is that your customers aren't going to identify with you, they're going to identify with the people you've helped. It's your customers' success they desire.
It's counter-intuitive, but when you highlight your success, prospects doubt what they hear. When you tout your customers' success, they dream about enjoying the same success. Create marketing materials that tout your customers' heroics and you'll generate more business.
Please share your marketing tips that have helped you enjoy greater success by posting a comment or sending me an email at dale@furtwengler.com.
2 Comments:
Good point! Beckwith's other book, "Selling the Invisible" is also a great resource to consultants like us, or to people in a job search of any kind.
Barry,
Thanks for providing another resource for us.
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