I am currently reading Tim Manners' Relevance: Making Stuff That Matters. He writes that "...Patagonia's president of communications, once explained to me, the goal is not to advertise your stuff but to connect with your customers." Manners goes on to write about how Patagonia, the outdoor lifestyle brand, dedicates 50% of their catalog to non-selling space and fills it with customers' stories and the adventures they had.
This got me to reevaluate how often written communications (whether it be email, brochures or newsletters) are connecting with the audience's day-to-day needs vs. how much focus is placed on the products and services we provide.
Do you have a formula or strategy that strikes this balance?
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