The key to great marketing: You
must make the CUSTOMER the
hero and center of the story, NOT
you or your "boring" product.
The Biggest Marketing Faux Pas
Has Your Marketing
Team Kept Pace
So many companies still haven't adjusted their
marketing to the 21st century. It's kind of
unbelievable but true. I say this because it is
simply startling how a company can think that
their marketing collateral (website, etc) can
focus on how wonderful they are rather than
what they actually do for their clients.
Companies who fall into excessive selfpromotion on their websites and social media
proﬁles fail in their marketing strategies
because their message is not customer oriented.
In a recent Medium post
15d118b3e6b1), Ryan Holiday
does a great job of explaining
just how to go about "Marketing
a Boring Business" and he
includes a wonderful quote that
should guide every marketer on
the planet, ".......the key to great
storytelling: You must make the
CUSTOMER the hero and center
of the story, NOT you or your
boring product. "
Get off your butt and be proactive...........
Conduct Your Own
Go to work today and conduct the
three-step test and if you fail the test
go to your CEO or CMO or boss and
ask them to read this post. Don't
make the mistake of allowing your
business to market itself using 20th
Quick 3-Step Test
1. On the "About" page of your website do you use terms like, "we are a leading/
global leader/worlds best provider/supplier/consultant of __________products/
services/solutions?” OR "We provide products/services/solutions that address
some really big problems?"!
2. Does your corporate brochure and/or website cover more than about 6 topics ?
(If you use more than six at most you have wasted your marketing dollars because
nobody will read the material.)!
3. Links to your Social Media sites are NOT prominent on every online page of
your collateral. These will include your corporate Website, Blog, LinkedIn, Twitter,
If you answered "yes" to any or all three
questions then your company is stuck in 20th
century marketing mode.
The task of redefining your company profile based on
"...make the customer the hero and center of the story"
really has to be a top priority and when you are sure you
are now focused on your customers then broadcast it to
the world using every form of social media available.
Give your customers and prospects a totally refreshed
view of your business where they can clearly see that
they are your heroes and you exist to serve their needs!