I’m very sorry, but the truth is that I don’t care if one of your staff is pregnant and I care even less that you’ve moved to fancy new offices – but how many companies can resist telling us?

Every day, you probably receive the latest e-newsletter from some of your suppliers and, for some reason, they seem intent on telling you all about themselves…

  • They send you a photo of their fancy building
  • They boast about pregnant staff
  • They tell you how their staff are doing bike rides or bungee jumps for charity
  • Do you care?

Of course you don’t – you want to know about you – our main area of interest is ourselves.  So, if you’re marketing to people, please focus on what’s in it for them – not what’s in it for you.  Ditch your ego and focus on how you can help them.

The majority of people buy because they have a problem that needs solving, particularly in a business-to-business scenario.  They may be uncomfortable, or dissatisfied in some way, and they’re looking for a solution.  Their main area of interest, therefore, is how well and how fast you can solve their problem, not whether your staff are taking a prolonged vacation to cycle to Timbuktu and back.

If your products are services are the best out there, that’s all people need to know – let them speak for themselves.



[[T_F]]Data Leak Prevention – Data Security Solutions – Information Theft Protection, Detection and Prevention Software Productstracefusion_signature=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[[T_F]]