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November 20, 2023
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November 24, 2023In 2024, Make Your Customer the Main Character
You shouldn’t be the main character in your marketing messaging.
People don’t really care about you. They care about themselves and what your product will do for them.
Your marketing messaging should include two key sections: failure and success.
Failure is what happens if someone doesn’t buy your product. What’s the cost of not taking action and clicking purchase? What’s the philosophical problem that your product solves?
Check out this example from Food Safety Mid-Atlantic, which explains the real (and scary) risks of failure in food safety:
Success is the positive results from someone buying your product. It’s the great thing that will happen to them when they use the product. You’re the person who will improve your customer’s life, but they are the one who will benefit most. Provide testimonials or statistics that back up these benefits.
Like this example from an email campaign sent by our sister company Kitchen Table Consultants, which clearly highlights what the farmers could accomplish with clean books:
By centering your customer and their potential success, you can show them exactly why they need your product and how it will help them. Who can resist the promise of a better life?
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Use the end of the year to review your messaging so you can start 2024 with fresh new messaging designed to draw people in and increase sales. Watch this short series by one of our inspirations Donald Miller to makeover your marketing in just 5 minutes!
