It’s a problem you may not realize you suffer from. Too many businesses think their online campaigns are the equivalent of taking lots of selfies. They ask, “How do I look from this angle?” And they decide, right or wrong, “Oh, this is my best look.” In digital marketing, that attitude translates to a whole lot of verbal voguing.
Be honest now. Do you enjoy looking at other people's selfies? Like other people's dreams, selfies have limited appeal to everyone but the person in front of the camera. And yet, when it comes to web content, the initial instinct is to use words like we, us and our. Turn the viewfinder around. Stop trying to sell yourself and start helping your customers by focusing on their needs, not your own.
Most Reliable Indicators
There are three indicators of brand personality.
- The least reliable way to judge a brand is a self-description (think selfie).
- The next most reliable information about your company is the way other people describe you.
- The most reliable way to judge your business is by the way others treat you.
The way you see your business is not the best way to attract customers.
Granted, it is a start, but it is a distorted picture in which you are showing only what you want people to see. Think of Amazon without negative product reviews. The fact that Amazon allows both positive and negative reviews engenders an enormous amount of trust for the company and explains its billion dollar plus valuation.
Business Websites Are Not Selfies
Really good digital marketing turns out to be nothing like taking a selfie. In business, the goal is to add and keep customers. To tie in that thought with the above bullet points, that's the functional equivalent of how others treat you. If they give you their business, then they have a positive view of your operation. They trust you to deliver what they need.
What if you turned the viewfinder around? Yes, your website should definitely focus on your company’s offering. But here’s the subtle difference. Your website should be the equivalent of a picture of you taken by the viewer, not a picture taken of you by you. Convey why your company’s products matter to your customer. Keep that in mind on every page.