Change Your Perspective
What you see is not what everyone else sees…
“This dice is why our marketing works… so what number do you see?
What can you see?
Look at this dice.
What number can you see?
You know it’s a dice.
You know it’s got 6 sides.
…and yet, the only number you see is 6️⃣.
…if you were to describe this dice to someone you can only say with confidence that it has a 6 on it.
…because that’s what you see.
What does everyone else see?…
What does the girl holding the dice see?
What does a person to the left… or the right… what do they see?
Perspective is everything.
…and that is why your marketing isn’t working.
Change your Point of View
When it comes to the product you are selling… you need to know what it is.
You need to be able to see it from every angle and every perspective.
…because the person who might be the ideal customer… well, they’re going to be looking at it from a completely different perspective.
…one that’s different from your own.
So if you start talking to them about your product from your own point of view… they won’t know what you’re talking about.
…because they see something completely different.
We all see a dice… but sometimes we only see one side… the one visible to us.
…but it’s still a dice.
Someone else, your ideal customer, is looking from a different perspective.
For you to be able to talk about your product, you need to see it from their side. You need their perspective. You need to be in their shoes.
Walk a Mile in their Shoes
Your ability to speak to someone, but from their own point of view is the key to successful marketing.
That way, you can talk about your product, but in a way that they understand… focusing on the stuff that matters to them (and not the stuff that matters to you).
The ability to ‘walk a mile in their shoes’ is one of the marketers best skills.
…and the tool they use to be able to do this is the Customer Avatar Worksheet.
Robin Adams is a business owner who is passionate about helping businesses build effective marketing systems that work and don't waste money. Having a lifetime of Marketing experience (he's got a degree in Marketing before there were degrees in Marketing!) and having worked for big and small businesses and both client and agency side, he understands not only the theory, but the systems that are required to underpin everything.
51% marketer and 49% Chimp, Robin is the main man behind chimpanswers.com and the Mailchimp Answers Facebook Group - the world's biggest Mailchimp User Group. Connect with him on Linkedin.
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