Posted by Dave Lorenzo - Business Coach

Seth points out another case of the damaging effects of ego-based marketing.

He ponders the need for a sign that reads “Under New Management”.

“Why would anyone put a sign like this up on her store?

If I liked your store before, now I’m on notice to be careful–it might not be as good.

If I didn’t like your store before, why on earth am I paying attention to your little sign and why should I go out of my way to take another chance?

This is a vivid symbol of the ego-centric nature of most marketing. The sign is about the owner, not about the prospect.”

Amen.

Everything you put in front of your customer should be customer-centric.  Ultimately, good marketing should help the customer (sometimes this is done through education) and/or prompt customer action. This type of sign does neither.

At the end of the day, no one cares who is managing the store. 

Before crafting any customer communication, put yourself in your customers shoes then ask the question; What’s in it for me?  If your marketing communication does not answer that question it is, at best, a waste of money.

 

Filed under: Entrepreneurship - General
TrackBack URI     

No Responses »

No comments yet.

RSS feed for comments on this post. TrackBack URI

Leave a comment

Line and paragraph breaks automatic, e-mail address never displayed, HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>

Name (required)

E-mail (required)

URI

Your Comment