I do a lot of work in the world of sports and entertainment, always have.
One of the important lessons that I learned early on is that I needed to distance myself from what I loved about sports and entertainment and put myself in the shoes of the person I was trying to reach.
You see, I have different taste and standards than other people.
Likely, so do you.
But in too many instances, we think that what is important to us is important to everyone.
You see this play itself in the terribly crappy stuff that passes for marketing in many sports teams premium sites, professional services firms, and nonprofits.
The key for you to be successful in your efforts is that you need to stop thinking about yourself and instead think about your product or service from the POV of the person on the other end.
Why is this so tough?
Because we are incredibly bad at thinking about anyone but ourselves in most instances.
Let me fill you in on something: NO ONE CARES ABOUT YOU OR YOUR COMPANY! THEY ONLY CARE ABOUT WHAT YOU CAN DO FOR THEM!
That means that your job is to create value for your prospects and customers.
It is that simple!
You don’t do anything else, just focus on creating value!
How do you do that?
- Improve their ability to make money: What do you do to help them generate more money than your product or service costs? What kind of return on investment do you create? How does that help them? Can you quantify the impact?
- Do you save your clients time? Does working with you eliminate some pain? Some repetitive thing that drives your clients crazy? Are you helping them with strategies that will help compound making their lives easier? Spell that out? Quantify?
- Are you saving them money? Is there a lot of inefficiency in their current operations? Can you quantify that? Can you spell that out? Why? How? What does this mean annually?
Remember that you are focusing on value. Usually that plays out in time or money. Quantify it. Make it meaningful!