Do It! Blog: Marketing for Smart People™

Marketing speaker: It's NOT about YOU

Here is some typical web copy for a speaking, training or coaching business:

Our Services:

• Leadership Skills
• Teambuilding
• Motivation
• Supervisory Skills
• Customer Service
• Meeting Facilitation
• Process Improvement

Our Clients:

• Healthcare
• Corporate
• Financial Services
• Small Business Owners
• Entrepreneurs
• Non-Profit
• Faith-Based Organizations
• Anyone who wants to maximize potential, overcome obstacles & achieve goals

This isn't unusual or funny or strange until you move it to a different context - let's say homebuilding. The equivalent copy would be:

Our Services:

• Architectural drawings
• Building plans
• Hammering
• Screwdriving
• Framing
• Drywalling
• Plumbing/HVAC
• Roofing

Our Clients:

• Tall people
• Short people
• Families
• People who want a new house
• People who'd like to move
• Caucasians
• African Americans
• Asian Americans
• Latinos
• Anyone who wants a house they can call a home, a roof over their heads, and to obtain housing

MARKETING TIP: Nobody CARES about YOU and what YOU do! They want to hear about the outcomes. Outcomes go way beyond features, benefits, processes, and methodologies.

Sell me on the HOUSE and what my life will be like when I've moved in, or have guests over, or have a picnic, or retire.

Talk about ME, MY life, and what MY experience of your product/service will be. That's all I really care about!

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David Newman is a marketing speaker and marketing coach who works with professionals who want to do a better job of marketing so they get more leads, better prospects, and bigger sales.