As marketers, we often skip the important step of assessing our marketing goals against customer objectives. As a consequence, we fall in love with our message and forget to question what it is the customer needs to know or wants to hear. It’s not hard to check if this is true of your company—simply answer the following two questions.
1. What are the three most important things you want the customer to know about your company, product or service?
2. What are the three most important things the customer wants to know?
The customer, not the company is the hero of every standout brand story.
Image by Glenn Scott.