The idea that consumers could possibly want to talk about Corona or Coors in the same way that they debate the talents of Ronaldo and Messi is silly”.
(HBR, March 2016)
This is a common mistake, especially Who among you when launching a product, service, or industry email list brand. We generally focus on our brand (see the previous point), even if no one knows it.
How many entrepreneurs and startup executives have I met, delighted that their agency placed 50% of b2b content has no impact them in 1st position in a search for their brand that only they and their loved ones know…
Oh yeah, and if I don’t know you, how do I find you?
Well…. Uh…
PS
Those who know me know that I’m not making fun of anyone and that I’m not trying to talk down to anyone in my words. I’m simply describing real-life situations that, most of the time, I deplore. I’m revolted by the fact that some people take advantage of the ignorance and lack of digital trust review culture of their interlocutors to sell them useless services. I’ve actually written several pieces of content on the subject.
Or we focus on our product or solution, which no one knows and no one has heard of.
What’s surprising is that we find this approach both in our online presence and in many pitches. We see entrepreneurs pitching new, sometimes innovative solutions, without asking themselves whether their interlocutors understand what they’re talking about (I’ve also been a member of selection panels for incubators on several occasions).
The risk is missing out on your market. The offering addresses a problem, but the business doesn’t take off because you’re marketing the offering instead of focusing on the people you want to sell to and their concerns.
BtoC example of supply strategy
This entrepreneur sells infrared therapy. You don’t know what it is? Neither did I when I met him. In fact, even today, no one knows what it is: 210 requests per month.
Again, 210 requests per month, 8% click-through rate, 3.5% conversion, that’s 1 customer every 2 months. I don’t know the business model, but I think that with that ratio, it’s going to be quite difficult to grow the business.