Marketing isn’t really about Your Company…
Marketing is, at the end of the day, not just about your company values — it’s about understanding what these mean to a customer, and getting that meaning to be felt strongly enough that they buy.
Put bluntly, People don’t care about you — people care about themselves And they care about you only to the extent that you fulfill their wants and needs. They do business with you because they believe you are adding value to their lives; and how that sweet value set of yours aligns with their own.
People don’t come into a whiskey bar just because it’s cool, they come in because they want to feel cool. They don’t drink whiskey just because it’s“manly” or “strong” — they drink it so they feel manly and strong.
Marketing is about figuring out who your customers are, what they value, and most importantly how this manifests in insecurities and aspirations. And then it’s showing them the solutions in your brand.
So start with finding out who your target customer is and then how you can communicate why your business provides value to them.
Consider who your target audience is, the interests and hobbies of that demographic, and the words and phrases they use. Millennials, for example, use lots of modern slang that’s unfamiliar to older audiences; baby boomers prefer language that is grammatically sound.
However, it doesn’t just stop at generational gaps; you’ll want to be a little more specific when determining what your audience likes and doesn’t like.