Egocentric Marketing...Are You Guilty?

By Stacy Karacostas

Let's face it; we humans, are egocentric by nature.

Everything we see, hear, think or do is colored and affected by our own thoughts, needs, experiences and desires.

Even the most altruistic person spends much of the day thinking about themselves. Given that we are all trapped inside our own bodies and minds, we just can't help it. From what to wear, to where to go, what time you need to pick up the kids or how many bills are piled up on your desk at home-the list is endless.

Luckily, most of the time this isn't a problem. It's natural. But when it comes to marketing, it's one of the most common-and deadliest-mistakes businesses can make. Especially when they write their own marketing.

Why? Because the bottom line is, potential clients or customers (at least initially) care a whole lot less about who you are and what you do, than about what you can do for them.

What they really want to know is how your products, services or ideas can help them solve a problem or achieve their goals and dreams.

How do you know if you're guilty of egocentric marketing?

Try this simple test…Take a look at your brochure, website or any other marketing materials and count the number of times you use the words WE or I. Now, count the number of times you use the word YOU.

If there are far more WE's and I's than YOU's, then go ahead and put the cuffs on-you've been caught red-handed. And if there are WE's and I's instead of YOU's in all your headlines and subheads, you're hereby sentenced to life and hard labor.

Now don't get me wrong. I'm not saying that you have to banish the word's WE and I from your marketing vocabulary entirely. And there are certainly instances where using WE and I are not just acceptable, but necessary. But when it comes to most general marketing and advertising materials, you want to put the focus on your potential customer, instead of on you and your business.

"Remember it's not about you. It's about what you can do for me!"

Ready for a quick fix?

Just change all, or at least most, of your offending sentences round so they start with the benefits to your customer and address your customer's needs right up front. Then, put in the part about what you can do last. In other words, start with YOU, then end with WE or I.

Don't forget, you're main objective is to tell your potential client exactly why they absolutely must have whatever it is you're selling.

Not sure what I mean? Read Selling the Benefits, where you'll learn the secret to answering the age old question "What's in it for me?"

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