But does your audience care?

I spoke with a brilliant entrepreneur yesterday, who has an incredible product.

This product can save advertisers boatloads of ad spend by intelligently targeting.

So, what’s the problem?

Their advertising isn’t telling that story, it’s showing features of this very cool software without giving enough context or establishing need.

The biggest question to ask before you advertise, make a post, send that email:
“But does your audience actually care?”

And what’s more, assume your audience has no idea what your company does. Do they still get it? Do they maybe need some context?

Features and benefits are the stuff product marketing teams highlight, but if you haven’t established a “what’s in it for me” or “why I should care” for the audience, you’ve already lost them, even with the coolest video, most beautiful graphics, if your audience can’t see themselves in it, it’s a losing game before you publish.

Start with context, fill in a so what with a story, a customer example, something the audience could relate to. Then you can highlight features that align.

What do you do to connect your audience to your advertising and posts?

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