The only thing your audience cares about
Spoiler: It’s not your product.
Every brand is obsessed with telling their audience how great their product is. But here’s the uncomfortable truth: no one cares about your product. They care about themselves. That might sound harsh, but the brands that win are the ones that stop centering themselves and start obsessing over their audience's needs and tap into their emotions.
So let’s start here. Your audience does not care about:
How innovative your product is.
How long it took to perfect your offering.
How “disruptive” your company claims to be.
They care about how you solve their problem or make their life better. The brands that succeed focus their marketing on one core question: What’s in it for me?
Here are some brands who got it right:
Spotify: Their marketing isn’t about features like sound quality or algorithm performance. It’s about moments: “Your Chill Mix” for winding down, or “Wrapped” to make you feel seen. They’re selling an experience, not just music.
Nike: “Just Do It” isn’t about shoes — it’s about empowerment. Their campaigns center on the grit and determination their audience wants to feel.
Glossier: Their social-first approach prioritizes community stories. They don’t just market beauty products; they celebrate individuality and inclusivity, making their audience feel like insiders.
Slack: They don’t bombard you with technical jargon about workplace productivity. They show how Slack simply helps teams connect and collaborate, whether it’s through relatable office humor or simple solutions to chaos.
How to shift your focus
Ask better questions. Instead of “What do we want to say?” ask “What do they need to hear?” Example: If you’re a skincare brand, instead of saying, “Our formula uses XYZ acid,” ask, “How does our product help them feel confident without makeup?”
Obsess over their problems. Get deep into their pain points. Example: A project management tool should target frustrations like missed deadlines or communication silos — not how “intuitive” their software is.
Speak like a human. Ditch the jargon. People connect with authenticity, not corporate buzzwords. Example: Instead of “Our platform enhances operational efficiencies,” say, “We make it easier for your team to get things done.”
By shifting your brand focus to what your audience truly values, you stop being an afterthought and start being essential.
