Chapter 12. Who Cares?
As a guy who does technology but has somehow found himself in a marketing-heavy role, I have a lot of opinions. Some might be wrong. You're always welcome to correct me if you disagree.
Marketers: Please, please, please think really hard about the recipient of your message. It seems so easy, but I find that people talk about how amazing they (their company, product, etc.) are. I'm glad you're proud, but is that what you want to tell me? Because if I'm the customer, consumer, user, and/or partner, do you know what I'm thinking, right?
What's in it for me?
How does this impact me?
Do I have to do something?
What's this going to cost me?
The other thing is this: Please rethink which details you think I might care about. I passed an ice cream truck the other day on the road. The side of it read: "Serving fresh ice cream since 1934." First, your ice cream better be fresh. Second, I don't care when you started. I want ice cream. Finally, ice cream is fun. People love ice cream. Why not talk about the fun?
Please, ask yourself after every little scrap of copy you write, "Who cares?"
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