Page 22 - Intercom On Marketing

Marketing, at the end of the day, is not just about a company’s mission. It’s about understanding why
a customer would care about that mission, and translating that understanding into a story that will compel someone to start a trial and ultimately make a purchase.
THE “HOW”
As the Harvard Business School marketing professor Theodore Levitt put it, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” People don’t care about you, people care about themselves and their problems. A good story is a lot like the strings on a piano: When it hits something of the same frequency, it resonates and your story sticks.
Jason Fried
@jasonfried
“Here’s what our product can do” and “Here’s what you can do with our product” sound similar, but they are completely different approaches.
9:13 PM - Nov 13, 2013
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