For most companies and executives, their marketing collateral is a priceless object that when bestowed on a prospective customer magically transforms said prospect into a real paying customer. Alas, people outside the company simply do not share the passion for the company’s collateral. For outsiders, with the exception of competitors who are conducting research, reading a company’s collateral is as exciting as watching someone’s home movies.
Why?
+ They don’t care if YOUR Bobby and Sally got to swim in Lake Metamucil because they have THEIR own Bobby and Sally who they actually care about. Your Bobby and Sally just do not generate the same warm and fuzzy feeling. In business, your company and products are at the center of your world. They aren’t at the center of your prospective customers’ worlds.
+ People are busy. They have a hard enough time keeping up with everything they have to deal with to put too much attention towards that they don’t have to deal with.
+ If they are non-technical executives, they probably just don’t love products all that much and words on a piece of paper are not going to get them to form an emotional attachment to yours. You love your product. It is your product. It isn’t our customers. For every iPhone that people love, there are 99 products that they use because they fit a need. If they are executives and are simply buying the product for others to use or to replace others then that emotional attachment registers even lower on the wow meter.
