One of my favorite things about marketing is the brainstorm. The group around the table, or these days on a video conference line, and creating amazing campaigns with driving calls to action.
But something that I’m noticing all too often in communications is we don’t stop enough to ask “Why?” Let alone the “right why.”
Let me explain.
Marketing is there to help drive revenue for your business. Clear communication. Great stories. Marching customers to those conversion points helps create business. Which creates revenue. We’re reaching our goals.
But we’re also great unpacking “why” and should do so for the customer too.
“Why does our customer need our product or service?”
“Why would our customer(s) want this email right now?”
“Why would our customer click this button or link?”
“Why would our customer watch this video?”
If the only answers you can come up with are on behalf of your business. Stop. Take a minute and identify the problem your content is solving. Make that your “why.”
In marketing, when our “why” matches our audience’s “why”, that’s when we see great results. We’re solving a problem for someone.
This comes in all forms. Buying products. Applying for a great deal. Downloading a helpful resource. And more.
But there’s always a “why.” Just make sure you’re focusing on the customer’s as much as yours.