This is the secret to marketing

To stop thinking about you.

When I reflect back on failed marketing campaigns, a big part of why they failed was that I only thought about ourselves through the process.

• How many units are we going to sell?
• How much are we going to make?
• How are we going to "target" people?
• How are we going to upsell them - and get more $$?

Everyone seems to forget about what the customer gets.

When that happens, the thought process changes. We forget about writing to our customers when writing ads. When choosing targeting (again, a terrible word) on Meta Ads, we think about who would most likely convert, instead of who would receive the most value from what we're offering.

Everyone becomes our potential customers – and when you market that way, ironically, no one becomes our customer.

Marketing is about helping people find products that will make them better.

Write to them, not you

That's why the secret to writing good emails is also to stop thinking about yourself.

Instead, think about your customers. Will this help them? What's in it for them? Would their lives be better if they took up your offer?

And, if what you offer doesn't help them, have the humility to point them towards the right direction.