Marketing to your customers needs
Where is the pain in your customers mind? What problem do they desperately need solved? Are they interested in your product or service or are they rightfully a little more selfish than this? If you sell drills, does your customer care about your drill or the hole that the drill can produce?
Many brands sell the product not the outcome. Many customers do not care at all about the product but what problem can be solved because of the product (or service). So you need to market to the customers needs, not your product/service features.
So it’s the hole not the drill, it’s the weight loss, not the diet. It’s the pain not the medicine. You must think beyond your product features and take the time to get inside your customers mind. What do they need? What part of your product/service do they actually care about?
Once you get an understanding of your customer needs, this will be at the core of your marketing strategy and will help you cut through the noise and reach your customers.