Jordan Ogren

May 31, 2022

When will you get it? I’m tired of talking about it.

"Thank you! Over 500k views on YouTube. 🏆"

That was the ­subject line from a local software development company.

And I instantly knew I needed to make a lesson out of this mistake I see occurring too much in marketing. What is the mistake?

Over focusing on yourself.

This isn't just a company issue. We all struggle with selfishness. We all wrestle with focusing on ourselves while also thinking of others.

But with marketing, there's extra pressure to be selfless and focus on the customer.

Sadly, their email was all about them and how much they love to teach and why their YouTube videos are the bomb. All we are, the people who viewed the videos, are supplemental characters in their story.

That's the opposite of how it's supposed to go.

Our customer is the hero. We are supplemental characters in their journey. Our products or services can help them achieve what they are seeking.

Like Yoda for Luke Skywalker. Star Wars wasn't about Yoda, but without him, Luke cannot achieve his desired end state. That's how it should be with companies.

We should hyper-focus on the customer and strive to make them the main character.

Okay, Jordan, easy to rip stuff apart. Let's see how you would write this email.

First, my subject line would focus on the customer.

New subject line: Without (company name)'s videos, I would still be a junior product manager. 

And rather than tote my own horn throughout the email, I would focus on how we are trying to help our audience. Focus on their aspirations and ask how we can keep bringing top value to them.

While it seems simple to flip the switch from company-focused to customer-focused, it's more complicated in practice.

If they were customer-focused, they would have never sent this email.

The lesson:

Do focus on your customer and let their desires and cares drive your content and marketing.

Don't fall into the illusion that everyone cares about you, which makes your marketing all about yourself, and forget the hero (your customer).

How do you stay customer-focused with your marketing?

🧠 + ❤️ // JO