Marketing, Politics & Pro Wrestling or…
Make Me Care…
I apologize in advance for the soap box I’m about to get up on. But it’s my blog and I think it’s about time I injected a bit of myself into it.
Just a few days ago, I arrived home to find a wad of political paraphernalia stuffed into the crack of my front door. I had apparently missed a visit from one of the local candidates hot on his campaign trail and in his ever increasing wisdom, he had decided to leave me an “promotional packet” that would educate me on his campaign in the absence of a face to face meeting.
Now I know the above paragraph drips with cynicism but that’s just my naturally disparaging outlook on life. In fact, this is not the portion of this story that aggravates me. It didn’t bother me to find this material stuffed into my door jam. In fact, because my area has three brand new candidates campaigning, I had been eagerly awaiting any opportunity to find out what they can do for me.
Read that last sentence again carefully, because this is where the brochures and flyers fell a considerable distance short of the mark. This is also where this ties in to marketing. I wanted to know what the candidate could offer ME!
After only a few minutes of reading through the material, the inner marketing critic that lives inside of me awoke with a start. I couldn’t believe that somebody would have gone through the effort and expense of actually getting this drivel professionally printed. There had been no effort to find a professional copywriter to assist in putting together the packet. The text droned on and on about where this gentlemen went to school, the fact that he was a student athlete, his first business experience at six years of age, yadda, yadda, yadda… They even conveniently included a hurricane preparation check list just in case I didn’t know by now what I needed to have in the event of a hurricane in January.
Over and over again, I repeatedly found myself asking a single question…
Seriously! Who cares about this garbage? Why wouldn’t they have immediately addressed our primary concerns? Tell me how you’re going to fix the crime problem. Heck, even if you don’t want to get into the details of how you’re going to do it, tell us that you will do it. This is where we hit the meat of the problem.
Everybody is focused on these three letter acronyms during the election campaigns. FNM, PLP, DNA. Well I’ve got a new three-letter acronym for you…MMC. It stands for Make Me Care.
This is not just applicable to politics. This is applicable to any marketing efforts. I’ve seen many Bahamian marketing campaigns fall flat on their face because more time and effort was spent focusing on the company or business instead of on the customer.
This is even more prominent on websites and blogs where the cost to include this sort of self-hype is reduced. Everything you write, everything you put out needs to be looked at from the point of view of the customer. Make everything you write, matter to the customer. Instead of saying, “We’ve been in business since 1996”, why not write, “With over 16 years of experience in this industry, you can depend on us to …”
Do you see the difference? You’re selling to the customer. You’re giving them the exact same message but in terms that matter to them.
Let’s be real for a moment. We’re all in business to make money. If there was no money, there’d be no business. Likewise, if there were no customers, there’d be no money or business. We need to make the customers care. Spend some time and thought developing your marketing materials. In fact, if your business is high profile enough, (let’s say politics for example?), then you should probably get a professional to help you craft your brand and your marketing materials.
I’ll say it again; we need to make the customer care. Look at professional wrestling. We all know it’s staged, we know that they’re pretty much lying to us and we know they’re in it for the money. But we still watch. We still tune in every week. Why? Because they made us care.
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