People Don’t Care About You

Unless You Care About Them First

People don’t care about you. That’s a great way to start an article. A little harsh but true.
This applies to both sales people and advertising. First of all, in sales, most reps spend far too much time talking about the products they have to sell and never really know if it is what their client needs or wants. Sales people forget that the client doesn’t want the product they are selling, but what that product can do for them. I used this example in a sales meeting this morning. Very sick, you walk into a Dr’s office and wait patiently. The Dr. walks in, writes you a prescription and hands it to you excitedly without asking a thing about your condition. “These are absolutely the best anti-depressants on the market today, but they are very limited in production. Hurry and fill this before they are all gone!“ Shocked, you reply, “But Doc, I have a 104 degree fever.” As if he didn’t care how you felt, “That’s great, but these anti-depressants are awesome, I am so excited to prescribe them to you!” Sound far fetched? Sales Reps do the equivalent EVERY DAY. Customers could care less about what you are selling unless it helps with a need that they have. Ask them and prescribe a product that can help them get where they want to be.
The same holds true for advertising. Advertisers ramble on about how long they have been in business, awards they have won, the experience of their staff. YAWN. A good rule of thumb when writing good ads is that (no matter the medium), if there is anything in it that can illicit the response, “Well, Duh”, then leave it out. For example, a body shop that does free estimates, paint matching or we take insurance claims. Well, Duh. How about the plumber that claims in an ad that they do sewer and drain cleaning, water heaters and toilets? “Well, Duh”, you are a plumber. When writing your ads, consider what the consumer really cares about. I really just want my drain unclogged, as soon as possible so that I can finish dinner and watch American Idol.
On both fronts, sales and advertising, make sure that you understand the needs of your end customer and show them that you understand. For heaven’s sake, give them what they need, not what you think they need or what you need to sell!