Why Should I Care?
It seems like an odd question, but it is crucial with marketing. Before customers gain interest in what you are trying to promote or sell, they first need to see why it is necessary or meaningful. You should ask yourself the following when creating content or a piece of marketing: “Why would the potential customer care?”
If you ask yourself this question when creating a new blog article, social media post, print ad, etc., you will be on the right path to generating content that will resonate with your target audience. Keeping that in mind, here are three categories of “care” that will typically resonate.
1. How Will This Product/Service Improve My Life? — One quick way to get someone’s attention is to paint a picture of how it will improve their life. This is a common desire of all people, so if they can see how your product/service will positively impact their life, they will immediately be interested in learning more. “Improve” can mean various things. If you look, you will see this is one of the most common strategies in marketing.
2. How Will This Product/Service Save Me Money? — Another great way to grab someone’s attention is to explain how your offering can save them money. This has always been a solid strategy, but even more so now as inflation climbs and budgets tighten. If you can save them money, there is automatic interest.
3. How Will This Product/Service Save Me Time? — One final way to grab attention is to describe how your offering will save someone time. People’s schedules are more packed than ever, and time is a precious commodity. If your product/service does not shave time, aim to deliver it in a way that does: flexible service hours, waiting rooms with free Wi-Fi service, free loaner vehicles, or Uber/Lift credits. Brainstorm ways to make it easier for someone to do business with you by saving time.
I hope this brief article allows you to start asking the question every potential customer has when they see marketing—“Why should I care?” If you begin with this question in mind, you will find your efforts more effective.