It’s About Them, Not You

“The philosophy behind much advertising is based on the old observation that every man is really two men – the man he is and the man he wants to be.”- William Feather

People don’t care about you and your product or service; they care about themselves and their lives. Will doing business with you save them time? Will it make a chore easier? Will it cause them look younger? Feel healthier? Be stronger?

Maslow had it right. There are needs all of us are looking to fill.

Show consumers how your product can fill their needs and make their life better. It needs to be about them, not you. Bad advertising is about the product. Good advertising is about the customer. This is a rule with no exceptions – none whatsoever.

You are not different. You market is not special. This absolute truth is true of you and your business. – end of story.