Business TV Why Nobody Cares About Your Products or Services

Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, reveals why you need to stop being so egocentric – because nobody cares about your products or services. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com.

David Meerman Scott: This week’s idea is a little bit surprising to a lot of people and it is this – Nobody cares about your products or services. Interesting that I say that and you may be thinking what is this guy talking about, nobody cares your products and services? They don’t!

You know what they care about? They care about their problems. They care about finding solutions to their problems. And to create really great marketing the thing to do is to forget about talking about your products and services in your marketing, particularly your online marketing.

And think about it in your own world, when you’re out looking for something in terms of something to buy or something interesting to consume online, or some cool YouTube video, or whatever it might be, are you interested in direct advertising? Are you interested in those companies that just hype their product – you know fifty percent off today only, free shipping all this week. You know these are product orientated hype kinds of marketing.

Here’s the thing you need to think about – Who are your buyer personas and what do your buyer personas have in terms of problems that you can solve? Here’s and example for you, imagine that you are an owner of a company that makes fresh pasta. And think about for a second the problems that you solve for people. So instead of talking about your own damn products, your pasta, what you do is you think about how you can reach for example young mothers who are looking for a healthy and quick meal that they can make really easily to serve to their family.

Or another buyer persona, perhaps you are trying to reach a group of people who are single and what they’re looking for is different. They’re looking for a very quick meal and have a very small amount of pasta to make because it’s only for one person. Or another buyer persona, perhaps you’re reaching restaurants who are looking for hundreds of pounds at a time and imagine how different your marketing becomes when you’re talking about not the damn pasta, but you’re talking about the problems people face that your product, in this case mundane pasta can solve.

And if you’re creating web content around those problems your marketing is literally transformed. I kid you not. And you have experienced this too. When you go to a site and you have that feeling, “Oh my gosh, these guys know me”. These guys understand who I am. These guys understand what I’m facing and I think they’re a company who can help me’.

But when you go to company’s site and all they do is talk about their products and services do you feel the same way? I certainly don’t.

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