No, this post hasn’t been hijacked by an eight year old. Rather, a rash of company-centric press releases has got me fired up.
In the last week, I’ve seen multiple headlines crowing on about profitability streaks, executive hires and conference awards. These are nice accomplishments. But let me be clear:
Buyers don’t give a rat’s patootie about these things.
That is, unless you can successfully show buyers how what’s in it for them. And 99.9% of these press releases don’t.
Think about it… Buyers are worried about themselves. They want to know how you can solve their problems. So they can keep their job. Or extend their own profitability streak, snag an executive or win an industry award to display in the reception area.
Who would you buy from – the company that talks about how they’re helping customers build successful businesses or the one that boasts about their annual meeting at the Ritz-Carlton in Naples?
It appears that many of these companies are serial offenders who don’t release any news for six months or longer (one of my marketing pet peeves) until they’ve got another braggadocio news release teed up. That, dear reader, is not customer-centric marketing.
As a marketer or PR agency, are you writing for your customers or for your CEO? Let me know in the comments section below.
Meanwhile, I’m going to my happy place. I’ll be back with an update on the Storming of Thunder Ridge where we’re making great progress.
(Image: Helga Weber)