Humans naturally think inside-out. It’s not that we’re selfish, necessarily. It’s just that we come at things from our point of view. Therefore, we find it difficult to truly see things from others’ point of view. That’s why outside-in marketing is such a rarity – even though it’s the most effective way to create preference.
There’s too much marketing that’s about the company or brand – and not the customer – to list. It’s everywhere. It really hit me in an odd way during the halftime of one of the college football conference championship games on Saturday.
You probably saw it too. The Dr. Pepper halftime challenge where two college students toss a football into a tall container with a round hole. The winner gets $100K in free tuition.
For audiences – or at least those in my house – the most interesting information was where each student went to school and his or her major. So often, especially (I think) in the ACC Championship Game, the announcer failed to ask or mention any of that.
Instead, all we heard about was Dr. Pepper.
Outside-in marketing, why it’s so difficult
Sure, the announcer was coached to preach about the Dr. Pepper brand. I get it. And maybe he just forgot. I’m not one to blame. We all think inside-out. In this case, there was little thought to what the audience actually wanted to hear.
But it’s a small example of why outside-in marketing is so difficult to achieve. To adopt that approach, you have to get out of your own way. You have to step outside of your own point of view.
Think about persuasion. To persuade someone, as any good salesperson knows, you demonstrate your benefits to them from their point of view. A bad salesperson: We’re the best. A great salesperson: This is what’s right for you.
We all choose from our point of view. Duh, right? So why does so few marketing campaigns actually take that position? It’s illogical.
Failing to persuade – it’s our own delusion
Just turn on your TV. Watch any show that runs ads during the program. Ask yourself which ones come from an inside-out perspective and which ones are truly outside-in marketing. You’ll be shocked at few actually consider what is important to the prospect. In most cases, it’s touting a product benefit. It’s about the brand, not the customer.
What’s most interesting to me is how difficult we, as humans, find it difficult to consider another’s emotional view. We’re stubborn in that respect. There’s a certain validation in looking at things from the inside out. Emotionally, it means we’re right.
Marketers, though, must think harder. And understand this: Prospects are just as stubborn in holding their inside-out view as you are. So, just like when others ignore your emotional view, they ignore you for the same reason.
An outside-in marketing tip
Sometimes, the most significant change you can make in your marketing is just changing the word “we” to “you.” It’s a simple tactic that makes all the difference.
How much more persuasive is it if you don’t say, “We make things happen.” Instead say, “You make things happen” Suddenly, the marketing is about the customer and they notice. Because you’ve noticed them.
Soon, you’ll be looking at your own marketing efforts differently. And they’ll become much more persuasive. Think about what the audience wants to hear. Not what you want to tell them.
Right, Dr. Pepper?