Do You Think Like A Customer?

Jason Gorham - August 12, 2010

In our everyday life we are bombarded with multiple advertising and marketing messages that a lot of us just tune out.  So how does one take advantage of internet marketing techniques to reach your audience?  I think the answer is simple, put yourself in your customer’s shoes.  A lot of internet marketing professionals spend countless hours locked behind closed doors, thinking, planning and then executing on ideas that people really have no interest in.  The reason why is that they don’t consult, question, ask or engage their potential customers to find out what’s important to them.

As a consumer I need products and services everyday….gas, dry cleaning, power, job related information and the list goes on.  However some of these are necessities so we are going to exclude them.  The ones that aren’t need to have significant value to move through all of the online clutter.  That means that the marketer has to show me value in a very short amount of time in order to engage me.  For me, personally, I look for good content that is going to enhance my professional career, products that will simplify my life and services that aren’t hard to find.  So if your focus is on internet marketing, are you just focusing on your product or service and its benefits, whereas your focus should be on your customers pain points or benefits that they will receive from your product or services. 

Every company has great products and services, just ask them and they will tell you, but is this really the case?  If marketers would put consumer’s needs and wants first, instead of what the product or service can do, then companies would be able to increase sales, brand following and loyalty.  The goal is to make the connection with the customer for life, establish a relationship and solve their problems and needs.  However if your marketing includes how great you are, what new features you have implemented or what you have done for other customers, your missing your mark.     

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