Why Should I Care

The first question you should ask when positioning your product or service is, “Why should I care?”.

In marketing we talk a lot about selling benefits and creating a brand story because in the end, your product and service is bought by consumers for their self-serving reasons. They are also very busy and inundated with choices. Therefore, they need a compelling personal reason to choose you.

Here is a recent exchange between Brand  A and a consumer, recounted by WHM co-founder, Josh Madden:

Brand A: Our product is cheaper, faster, better, bigger, smaller, stronger, etc.

Consumer:  Why should I care?

Brand A: But look at all this “insert accolades”

Consumer: That’s nice. Why should I care?

These conversations happen all the time. To create care in the mind of the consumer, they need to be emotionally attached to your brand, by a feeling, ideal, need, or cause they identify with. You want to establish a shared life interest or experience that is relevant and enriching to their life. For great examples of this in action, see: Shakespeare Birthplace Trust, Chanel, and Guy Harvey.

The great thing is, some one does care about you. Your company does matter to someone. Embrace it. Shine a light on it for the world to see. Show me why I should care about you.

photo credit: sartors

Tags | branding, care, consumer, i care, marketing, position, positioning, product, questions, reason, self serve, selling benefit, why, why should i care

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Until then, you can check out the personal blogs of our founders.

David Horne writes at davidhorne.me

Josh Madden writes at joshmadden.com