Have you ever met Mr or Mrs “me me me”? They attend dinner parties, family functions and business events, cornering people and talking entirely about themselves. Their house, their children, their car, their business, their views on the world.
You nod politely, but can’t seem to get a word in – and when you do, they look beyond you, clearly just waiting for the next opportunity to talk about themselves. It’s time to spill something down yourself in a desperate bid to escape.
Now think of the people that you actually enjoy talking with. Not only is the conversation flowing in both directions, but they actually listen to you and take an interest in you.
So how does this basic observation of human interaction help your marketing? Well, look at your website, leaflets, brochures, adverts, etc. Are they just talking about you?
“We’re this, we’re that, we’ve been in business x years, we’re the best, we can do this, we can do that.”
What’s so wrong with that? You’re promoting yourself, you’re bound to talk about yourself? To some degree, yes, but there’s still a very big danger of you appearing to be like Mr or Mrs “me me me”.
Promoting your business isn’t just a matter of telling people about you. The world is full of businesses talking about themselves, it becomes a noise that nobody is really listening to – just like you switched off when stuck with the “me me me” people. It could be the very reason more people aren’t taking notice of you.
As with the more engaging and enjoyable conversations you have with people, you need to pay your audience some attention and take an interest in their interests and objectives. Why would they buy into what you’re selling? What objective are they trying to achieve with your product or service?
Look at my business as an example. How many people wake up in the morning with a burning desire to hire a marketing person? Exactly! But how many more have a business in need of more customers and sales? So that’s what you see on this homepage – the objectives people actually want to achieve.
Some may encourage you to to spend more to “shout louder” in order to be “heard”, but that is unlikely to make much difference if you’re not saying the things that your target audience are actually interested in. A little thought about your audience can therefore spare you the expense of waffling about yourself, to yourself, like Mr and Mrs “me me me”.