· by James Archer · Marketing  · 2 min read

You Don't Get Long Walks on the Beach with Your Customers

Customers will not study your product. This piece shows how sharp positioning, emotional cues, proactive feedback, and relentless messaging create attention fast and convey your value proposition before interest fades.

Products are complex, but consumers typically won’t invest the time required to truly explore and come to understand the intricacies of your product. They’re not lazy or superficial; most companies just don’t provide enough value for them to see the point in spending much time on it. You have to know what psychological triggers will stir up the emotions you want them to feel. You have to figure out which cultural references will evoke a feeling comparable to the one you’re trying to create. And you have to understand what’s really driving your customers so they perk up and pay attention. On top of that, you have to be fast and focused in your delivery. You have to set the stage and start playing the scene before the audience even realizes what’s happening. When other companies are still opening the curtain to start the introduction to their explanation of their products, you need to be approaching the climax of your performance. There simply isn’t time for long, meandering explanations of what your product is about. Consumers just don’t care. They have plenty of options, so they can safely get rid of the boring ones. How do you get there? Here are some tips:

  • Know what you’re about: Understand the key value proposition of your product for your customers, and drive that point home immediately.
  • Seek customer feedback proactively: You can’t assume that you’ll get passive feedback from the market, because that doesn’t really happen. Think of how many products you use in any given day. Have you given any of them feedback? Probably not.
  • Adapt quickly: Pivot your product marketing (and the product itself) based on what you learn from your user research.
  • Say what others aren’t saying: Most marketers are afraid to say anything of substance, when those are really the only things worth saying. Skip the obligatory marketing boilerplate and come up with something  genuinely interesting to say.
  • Reinforce your talking points relentlessly: You’ll be lucky if a customer sees even a fraction of your product messaging. Say things in different ways, repeat yourself frequently, and keep the message simple and straightforward.

    I'm James Archer.This is Why Firms Hire Me.

    3 Decades in Marketing 20+ Years in the C-Suite Hundreds of Firms Advised

    For nearly three decades, I’ve focused on marketing strategy and business growth. My journey was forged in the real world:

    • I’ve held C-level positions for 20+ years, so I understand the pressures you’re facing.
    • I ran a successful marketing agency for 12 years, so I know the service business grind intimately.
    • I’ve helped hundreds of businesses achieve strategic clarity, from startups to Fortune 500s, so I have deep experience doing exactly this work.
    • My work has been featured in major media outlets, including NPR, The New York Times, Inc. Magazine, Fast Company, and Entrepreneur.
    • I’ve delivered over 100 speaking engagements and written countless articles on what actually drives business success.
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