If it were Bill Clinton's campaign we would be saying: "It's about the solution, stupid."
The problem with most marketing today is everyone wants to "sell" the same way. They bombard us based on price or benefits, and in case they are listening, it all sounds the same! We live in a blur of 3-,5000 marketing messages coming at us from every angle. But there are some things missing (are you still there big brands???)
1. We are tired of businesses telling us you have the best service. Unless you have "remarkable customer service" at every single touch point, don't bother telling us you have the best service. You need service so remarkable we will go out of our way to tell others---every single time, at every single touch point.
2. Don't tell us you have the lowest prices. In case you haven't noticed we're quite savvy carrying these little devices called smartphones into stores. Yes we do price check. If you tell us you have the lowest price, that's a "promise" and you need to deliver, or we will be disappointed and lose trust.
3. Market solutions not problems. This is the most important factor. In case you haven't noticed, life's little journey sometimes has these wonderful little adventures called "problems." Well, we are all tired of "problems." Give us "solutions" not problems. Give it to us in real language not "marketing hype."
4. As Simon Sinek would say: Tell us why you do it, not what you do. Apple simplified our lives so we could carry music, so we could have a computer called an iPhone, so we could have the first mobile tablets. They didn't tell us what, they told us why.
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