YOUR CUSTOMERS DON’T CARE.
They don’t care how much you spent producing your last commercial.
They don’t care that it was directed by Dominic Sena or Spike Lee or Ridley Scott.
They don’t care the editor was nominated for an Oscar for his work on some indie film.
They don’t care that the copywriter is up for a Clio.
They don’t care Mel Gibson did the voiceover.
They don’t care that the CG effects were done at ILM.
They don’t care that the craft table was as long as an 18-wheeler.
Here’s what they do care about: Is this message relevant to me?
Did it get my attention (no mean feat, given the 1,000,000 selling messages the average consumer will see this year)? Did it give me information I didn’t have before? Did it make an emotional connection with me? And explain how this product/service will make my life better? Did it give me a reason to like you and initiate a dialogue with you? Did it make it less likely I’d delete your next email message or dump your next direct mail solicitation?
In other words, act on your customer’s priorities, not necessarily your own.
Posted by Mickey
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