I saw Mitch McCasland at a conference a few weeks ago. Mitch is a brand expert (and he has the coolest collection of shirts of any guy I know over 35).
Lucky for us, he's also MarketingProfs' newest monthly contributor, and this week he weighs in with a terrific piece about the importance of truly listening to your customers.
"Many brands see advertising as an effort to draw attention to themselves and away from competitors. But the approach that builds relationships most requires that brands listen, too," Mitch writes.
To nurture the growth of a brand that best fits customers' needs, says Mitch, you have to truly hear your customers. And he offers some sound (!) advice on doing just that.
During the cocktail party at the same conference, I met an individual who yakked on and on about his company, his business and his product. He talked on about what he could do for his clients and how well his product performed.
Speaking with him was a little like playing the Kevin Bacon game--there seemed to be one or two degrees of separation at most between his so-called expertise and any topic under the sun... or under the ballroom chandeliers, in this case.
The contrast between the messages of these two approaches was stark, and serves as a well-timed reminder of the cornerstone of good marketing: It's not about you and what you can do, it's about your customers... what they want and how you can offer it to them.
So stop talking. Instead, listen up.
As always, your feedback is both welcome and encouraged.
Until next time,
Chief Content Officer