I’ve said this many times in many ways. It bears repeating because, other than the very definition and purpose of marketing, there is no more important principle in marketing.
For successful marketing, you have to put yourself in the shoes of your prospective customers.
Look at things from where they sit. If you were them, what would you look at, what would you read, what would you believe?
What are your hopes, worries, concerns, dreams, problems?
What would reach you through the daily clutter of 3000 advertising messages, in the midst of already overwhelming demands on your time, in spite of all the past track of being burned on something that looked great?
What would make you stop and despite everything, say, “I’m going to check this out.”
Answering that is the key to successful marketing.
Lacking that, even a huge marketing budget is no guarantee of success.