The Power of Perspective
In the run-up to my session on Rethinking Relevance, I’ve noticed Kyle and I are circling a shared idea in our respective newsletters.
Kyle has written about supporting people’s goals, and I’ve been reminding cultural leaders what they find most valuable is usually different from what their potential patrons are seeking.
It's a truth that most of us have embraced—but it’s often overlooked in daily practice.
Imagine you’re on the marketing team for a meal delivery service. Your task: Entice lapsed customers to resubscribe. What headline would you choose?
You would likely consider options like Organic ingredients! Delivered right to your door! Chef-crafted recipes! Ready in minutes!
Well, I got a flier in the mail from Sunbasket this week. And the headline mentioned none of these things.
Instead, it read “REIGNITE YOUR HEALTH ROUTINE.”
Why didn’t Sunbasket use this opportunity to remind customers about the wonderful features that their service provides?
Sunbasket knows that the most effective copy centers around a customer's desire for progress—not around the features of the product itself.
Whether you call it supporting people’s goals or tapping customer motivations, this focus provides a powerful foundation for creating content that will resonate deeply with your target audience.
Join me on April 30th to explore how to reignite your organization’s relevance by embracing the customer’s perspective. We’ll talk about pivoting from the cultural sector’s traditionally egocentric approach to one that speaks directly to the consumer about their real-life needs.
Between now and then, keep an eye out for marketing that emphasizes benefits and outcomes instead of product features. I’ll invite you to share your favorites during our session.
I look forward to seeing you there!
Best regards,
Ruth Hartt
P.S. Bonus points if you respond to this email with an even more specific Sunbasket headline—one that gets to the bottom of The Five Whys to tap into a deeply meaningful customer goal.
