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Brad:Nobody cares about you or your stuff all they want to know is what is in it for
them I'm Brad Gosse and I'm here with Justin Popovic today
Justin: Ahey B: We're talking about marketing and sales
copy and how to promote yourself and sell your products and Justin had some interesting
points to bring up so I'll let you start off J: Ya the idea is the way that Brad kicked
it off is exactly right ah people whether you are talking about your personal blog or
your selling yourself or products or services in your business bottom line is that people
don't really care about you or your company or the story behind it or even the products
themselves they actually care about what its going to help them get in their lives and
think about this for yourself right? You may have been at a trade show or an event where
you are hearing people talk about what they do or the stories they've been on you maybe
you know listening to the story in the moment but ultimately you are trying to relate in
your head how this particular product service whatever is going to get you from step A to
B or C or whatever it is you're working on. You don't really care about that person and
their life because you can't experience what they have been through you can only experience
what you are going through and automatically your mind goes to how can I use this how can
how can I use it for me and get the most benefit and leverage in life so you gotta think about
that as a marketer as a business owner um how do I need to change or maybe spin the
way I market my stuff to get into the head of that person understanding that they don't
really care about me they care about themselves so I'm going to talk to that person and their
goals and where they are going with what they are trying to get to
B: Yup a lot of the a lot of the times you see people get focused on telling their story
or how big their company is how many employees they have or how all these other things as
as credibility boosters or bragging points or whatever they might be and those actions
make up five or 10 percent of someone's buying decision its more about how does this affect
me how does this help me I know when I make buying decisions its always that its like
I'm buying this because its gonna do this for me or its going to help me with this and
I think that um in traditional marketing training they tell you don't focus on your features
focus on your benefits and benefits are the the the the what's so good about that or the
what's in it for me question ah and I think that ah that that the more people focus on
what's in it for the customer instead of listing say you are selling a piece of software don't
list all the functions and all the things it does sure there is a place for that in
the tech specs but you need to tell the customer ah what it does for them what each feature
of the software does to improve their lives or business
J: Ya focusing on the benefits and the specific example Brad and I were talking about before
we turned the camera on is if you have ever been to an event a conference of some sort
maybe there are some speakers or a live panel or whatever um you may be one of those people
who takes all kinds of notes but ultimately how much of those notes do you actually use
and if you've been there you have probably realized you use very little of that information
and I go back to my head even an event you know the word camp event we did I go back
in my head I don't really remember what was said so much by each one of those speakers
but each talk I felt a certain way and some speakers inspired me "Like wow okay this guy
is really involved in social media I want to go check that out" um other people I was
really turned off just because it didn't vibe with me but ultimately I didn't remember anything
about them or their story it was more about okay how can I use this particular feeling
with this emotion that I got from what they said to help me to get to help me get these
goals I'm trying to hit so it was really little about the information
B: Some of the professional speaker trainers out there use a use a phrase that I think
is ridiculous but um ah they say "data doesn't matta"
J: he he ya B: And essentially what the message is that
these guys are giving these are guys that train other speakers to go out on seminar
circuit or whatever it might be and they are actually trained to not worry about the content
that they deliver as much as the feeling they leave behind with people if people ah leave
a seminar or leave your speaking engagement energized or inspired or ah just feeling better
than they did when they got there that morning they got value ah and and I'm not a firm believer
in that I do like to deliver data when I'm actually speaking I think that its important
especially in the topics I like to cover I like to dump a lot of data on people but there's
definitely that that um you have to mix in a bit of humor a bit of inspiration and a
little bit of of you know um ah juice into what you do in order to make people enjoy
the talk than just dumping data on them J: its true ya but I guess the other thing
to think about here is that if you realize and actually truly embody the idea that people
don't care about you or your stuff um its a pretty empowering realization because now
you can actually stop worrying about judgements or what people are thinking about you if you
have a couple of ideas that are kind of out there and you want to try them and you are
a little worried about criticisms or judgements from people the truth of the matter is they
still don't care they may look at you and laugh at you or judge you for a short minute
or two but then they are back to their lives again they have all their own worries and
stuff they are working on so that should immediately help reduce some of your stress around maybe
avoiding taking some action things we have talked about in the past cause again they
are not focused on you they are focused on themselves so I like to use that for myself
personally if I'm a little bit nervous about taking some action remind myself that people
don't care and it really works