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The “I” Factor.

I was delivering a presentation to a group last week on the topic of crafting a solid marketing message, as this comes up a lot. One of the most difficult tasks we have as business owners is putting ourselves in the shoes of our customers.

Sonder is the realization that every person is living a life as vivid and complex as your own. We are each living our lives as the star of our own show. Every one of us is embroiled in our own life-long movie with a cast of supporting characters and extras.

We are all struggling, looking for that big break. We are all riddled and rife with emotions and thoughts swirling through our every day. Some struggles are universal to the human condition. Some struggles are unique to your customer. It’s those that you should focus your attention on.

Seeing other people as beings as complex as we are isn’t easy to do. We have to learn to see another perspective. From an early age, we have to be taught to think of others through sympathy and empathy. Some of us learn to do it better than others. But picking up on it quickly, especially when it comes to reaching your target market, is critical.

Getting outside your own head and into the minds of your customers is key to being seen in the marketplace. It’s one of the major problems I help business owners solve, as seeing your business with an outsider’s perspective can be difficult to do.

Looking for help with crafting your marketing message? Contact the Brand Doctor.

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