245New Marketing Reality 5New Marketing Reality 5
They Don’t Care About You
Now this might seem obvious but it’s not when it comes to sales and
marketing. Most of what passes as advertising is nothing more than flag-waving
drivel. It’s nothing more than non-believable noise from people who think way
too much of themselves. Messages like “The Best,” “Number 1,” “The Biggest”
are not believed today and say nothing. People don’t care about you. They care
about themselves and their problems.
Still 99.9% of the efforts of salespeople and marketers are nothing more than
this “look at me, ain’t I great” advertising. We see it starting right at the headline
of most marketing pieces and advertising websites. It starts right at the top.
Marketing 101 tells us the first thing the eye sees when it looks at an ad is the
headline, yet most ads feature things that are of no interest to the very people
they seek to influence.
Most ads include their company name, logo or silly picture in the headline. Why?
Because they don’t understand the main message in this book which is that consumers
have changed but your marketing strategy hasn’t. They don’t care about you.