Treat me like a human cause I think the change would do me good
Roger Miller has a song in which he implores his girlfriend, who
is apparently embarrassed to be seen with him, to treat him like a
human.
Looking at most advertising and marketing, I think we should all
have the same plea. This is especially true of business to business
advertising, which is typically filled with business speak and
meaningless words and superlatives that do nothing to interest or
connect with intended audiences.
"Innovative, industry-leading solution!"
Well, that is just great! Because I happen to be looking for
an innovative, world-class, industry-leading solution. Now, if you
would just partner with me to make it happen, what more
could I want?
Puh-lease. Over hundreds of depth interviews with people who have
jobs (oh wait, business decision makers, including C-level
executives), one thing is clear. Everyone is busy. Everyone has a
lot on their plate. And no matter how important your product or
service is to you, it isn't their top priority right now.
In fact, what is striking is how often a decision maker will admit
that the product or service being discussed may even be an ideal
solution, but the realities of corporate politics, inertia,
intangibles, and many other considerations carry more weight than
simply choosing the best product or service.
So, what can we do? Listen to Roger Miller. Start thinking of your
audience as human. Heck, think about yourself. Stop worrying about
what you HAVE to say, and consider how you would want someone to do
to get your attention or talk to you.
You just got to work, you have 37 emails and 6 phone calls to
return. And, one of the calls is from your spouse who got a call
from your son's teacher. Then the snail mail gets dropped off.
Would you read the postcard with the stock art of a professional in
a suit and copy filled with meaningless superlatives and business
jargon?
Me neither.