As a vendor of marketing services, I’ve been lucky to work with some pretty amazing clients over the years – mostly in the technology world lately. One of the things I think vendors bring to the table is an outsider’s point of view. We’re often close enough to the business to know what the client’s needs are, but not so close that we’re overly caught up in the details.
This is particularly helpful when we’re working on the marketing messages. I’ve noticed that it’s not uncommon for clients to know a topic so well that they’ll focus more on internal positioning or product features, and less on the high-level customer needs to be met. That’s when I’ll jump in and say “Ok, but let’s make it real for the customers. What’s in it for them?”
While technology can be very complicated, our job as marketers is to simplify the core points, pivoting on what resonates for the target audience. It’s all about solving problems customers care about. Our ability to create content that speaks the customer’s language makes it more likely that our message will land.
So, next time you’re in a meeting with me, don’t be surprised if I ask: “So, I’m the customer. What’s in it for me?”
