It can be easier to think of negatives then just... inverse them.
"Why would anyone read long-form content? It takes ages. There's so much to read. I want snackable content so I can move on. Just give me the insights".
-> I love long-form content! I like to take my time. There's a lot of context there, I'll get all of it and understand the topic deeply. I like to go deeper, I prefer to sit down and properly read, focus, and learn. I like to understand how the author got there so I can get there myself.
I am working as a product manager so when I sometimes test various different product as a customer and discover this is not for me I almost immediately try to understand who is a better target group than me and why they would like it. This is actually a really nice mind exercise that you can do while doing your shopping 🙂
Insanely useful advice - not only for marketing. I work in analytics. Intimate knowledge of users work situation and goals without judgement and sneer is a must for trust.
This is extremely hard for fairly non-technical marketers selling IT/software developer products. They tend to not be able to understand what's cool about a new feature, or our value at the personal customer level. They can only talk about generalities. They don't know why a developer would or wouldn't want to use our products.
It can be easier to think of negatives then just... inverse them.
"Why would anyone read long-form content? It takes ages. There's so much to read. I want snackable content so I can move on. Just give me the insights".
-> I love long-form content! I like to take my time. There's a lot of context there, I'll get all of it and understand the topic deeply. I like to go deeper, I prefer to sit down and properly read, focus, and learn. I like to understand how the author got there so I can get there myself.
I am working as a product manager so when I sometimes test various different product as a customer and discover this is not for me I almost immediately try to understand who is a better target group than me and why they would like it. This is actually a really nice mind exercise that you can do while doing your shopping 🙂
Insanely useful advice - not only for marketing. I work in analytics. Intimate knowledge of users work situation and goals without judgement and sneer is a must for trust.
Brilliant, this should be sales 101
Love this! So helpful for a freelancer like me who is almost always writing about products or solutions I don't use/need.
This is extremely hard for fairly non-technical marketers selling IT/software developer products. They tend to not be able to understand what's cool about a new feature, or our value at the personal customer level. They can only talk about generalities. They don't know why a developer would or wouldn't want to use our products.
Hii
Brilliant! I like this as it then wires me to empathize and find a way to relate and ultimately speak more to the product...