Tuesday, June 30, 2009

We are, each, in this together

Personal relationships and contemplations of recent have reaffirmed my belief that in every context of human pursuit, we are, indeed, all in this together.

After my last post, I had an offline discussion with a commenter who rightfully asserted that at the end of the day, it's all about value.

And that's most certainly true. My understanding of value is that it is the individual's interpretation of benefit, relative to their current condition - and differs for each of us as variably as our fingerprints.

So what then is left for the b2b marketer seeking to prove value - a relative construct as elusive as truth? Empathy alone: not for your audience, but for each individual your audience contains.

If we really are all in this together (and it's tough to argue that we're not) - then the only way we can produce and thus PROVE true value, is by honestly considering the help our constituents need - not as a group - but for each individual contained therein, according to his or her role, burdens, needs, and wants.

Common marketing typically acknowledges the importance of segmentation. Uncommon marketing always offers true value to each individual. Who are you really selling to? What do they really need?

If you can honestly answer those two questions, and your goods or services can honestly provide that solution - then proving value should be easy...but perhaps it would be helpful to consider, in the greater quest for empathy, that we are, each, in this together.

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