David Meerman Scott said it years ago in his Gobbledygook Manifesto: “Here’s the rule: when you write, start with your buyers, not with your product.”
Whenever we hear about marketers talk about social media they say, “Listen first.”
What is this all about? Whether you’re talking about marketing in 2007 or 2011, the focus hasn’t changed.
It’s about YOUR CUSTOMERS. It’s always been about their problems and how YOU HELP THEM. Your small business exists because someone has a problem that you solve. Whether it’s dry cleaning or public relations, you help, teach, fix, sew or patch up what’s wrong in their lives.
It is NOT about Facebook, Twitter or blogging. Those are just the tools for communication. They are the hardware, the phone, the computer, the stationery. The relationship happens in the conversation.
You ask, “Do you have THIS problem?” They respond, “Why yes! Can you help?”
Your reply: “Definitely, and here’s how.”
This is it. This is the true listening. Can you hear me now?
PS: This is a follow-up from my post a few days ago on rosiemediamag.com when I first rediscovered the Manifesto while cleaning up. Between this document and Cluetrain, I learned so much as a PR Writing student.