Stop for a moment and think about one thing — Starbucks. What do you think about their product? Is it a great product? If you were given the opportunity to market Starbucks, would your focus be on the coffee itself? It is their product, correct? But is that what people are really buying at Starbucks?
I don’t think so. I think Starbucks is selling a unique place to meet people. I think it’s a place from my own observation for people to conduct interviews. It’s a place to relax and read a book or watch other people. The reality is that Starbucks appeals to a lot of different buyer personas, and it sells a ton of coffee.
Now put aside your own products and services and think about the BUYER of those products.
Instead of products and services, what about the BUYER? What does the buyer want? When you fully understand the buyer then and only then can you begin to create compelling content to reach them. This takes focus on the right measures of success and a lot of hard work.