In marketing, as in life, we should find out what’s worth caring about. Then we should say and do things worth caring about with customers. Makes sense. Isn’t always the easiest thing to execute.
Your marketing isn’t about you. It’s about where your story and their story come together. It’s about your customers ideal and real experiences with you.
If you wonder what the hell I’m talking about, read this piece from AEGIS BICYCLES (PDF). Do it! Take 5 minutes.
Good marketing is like good dating. You have to talk about “them” and ask about “their dreams”. And measure their reaction. Double dog dare you…and then tell us what happens.