As professionals, it’s easy to get caught up in our own greatness. Putting in long hours making something creates an attachment, and that attachment is the downfall of far too many brands.
In this short video, emotional marketing guru Graeme Newell talks about how ones love for their product can create a brand-killing tunnel vision, and how to avoid it.
As professionals, it’s easy to get caught up in our own greatness. Putting in long hours making something creates an attachment, and that attachment is the downfall of far too many brands. In order to keep things in perspective, always keep marketing on customer focus.
What is Customer Focus?
Customer focus is a key aspect to the best marketing around. Customer focus marketing is a type of emotional marketing that is desperately in love with the most important audience – the customer. While it may seem absurd to state such a patently obvious fact, but if one carefully observes the marketing produced by many companies, it becomes clear that most do not hold a customer focus when creating their marketing. The best marketing can only be made when customer focus is at the forefront of the branding.
How the Best Marketing Stands Out
It’s easy to see when a brand has customer focus and when it does not. Brands that go on and on about how great the new gadget is that they added to their product are not looking at the wants, feelings, and desires of the customer – they’re just tooting their own horn. This lack of customer focus is what separates the best marketing from the rest. The best marketing uses ideas from emotional marketing and emotional branding to hone in on what will truly endear the customer to the product.
What is Emotional Marketing?
Emotional marketing is how the best marketing is made. It is a customer focus type of marketing that drills down to the very core of what motivates the customer to buy. By looking not at what the customer feels in relation to the product, but rather to how they feel about themselves, emotional marketing and emotional branding are important tools in making the best marketing possible.
Customer Focus Marketing Explained
Customer focus marketing is how the best marketing is able to stay on point with its message. All too often ones love for one’s own product clouds judgment on how to best represent the product. If you are too involved in the product, you cannot create truly marketing from a customer focus standpoint. Step back from the product and remember that it is the customer, not the product, which should always be the centerpiece of all marketing.
How Emotional Branding Works
Emotional branding is how the best marketing is made with a customer focus. By looking at what makes the customer tick, what really makes them passionate about something, the customer focus can be used to create great advertising. Customer focus marketing and emotional branding go hand in hand because emotional branding is firmly rooted in the motivations and emotions of the customer. The best marketing around is based in customer focus marketing and emotional branding.
So let’s recap:
- Customer focus is the fervent focus on the customer without getting bogged down with product details. Customer focus is what allows the best marketing to truly drill down to what needs to be said in good advertising.
- Most brands lose sight of the customer when they create their advertising because they have become too enamored with their own product. They need to step back and see the priorities as they truly are – customer first.
- Emotional branding and customer focus marketing go hand in hand because they focus on the customer first, and then find how those powerful emotions can be linked to the brand, not the other way around.