Marketing from your world to theirs
Read a great quote in Fast Company written by Wenda Millard, Chief Sales Officer, Yahoo.
“People aren’t going to listen to you unless you’re part of their world.”
One of the things I see so much in the marketing we do in the RIM world is that we are very much stuck in our world of shelves and box counts, and cubic feet.
Honestly, I have yet to meet a client who prefers to be billed in cubic feet. It’s confusing to them. Granted once they learn they shrug their shoulders and accept it. But clients think from the perspective of a box.
If you want people to hear your marketing, start by getting out of your world and into theirs. Into their problems and ways to solve it. Ways to provide measurable, realistic solutions to the problems they have with their inactive or semi-inactive files, their media storage and backup rotations, their need to access files more quickly than a day through digital access and their security issues as it relates to the paperwork they create everyday that needs to be destroyed.
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