The key lesson for successful marketers is to shift the focus away from themselves. Effective messaging revolves around the needs and desires of the target audience, rather than highlighting the company, CEO, sales team, or marketing team. Skilled marketers understand that the content they create should address the pain points or passions of their audience, not the internal concerns of the executive, sales, or marketing teams.
While it's essential to incorporate product-focused content in your content library, the key is to ensure that even descriptions of your offerings are centered around your audience. Every piece of content should address the question that potential customers are silently asking: "How does this benefit me?"
To determine if your content is self-centered, take a moment to review your website pages, brochures, or webinar invitations. Are you focused on showcasing your company and offerings, or are you engaging your audience by offering them valuable insights and opportunities for growth? Keep an eye out for common phrases that indicate a 'me first' mindset, as these can hinder audience engagement and connection.
Use Audience-Focused Messaging Not Company-Focused Messaging
