Dear AgTech, We Need A Villain
Dear AgTech marketer,
You have an issue. YOUR business needs you to talk about the PROBLEMS your customers face every day…
You are busy. Preoccupied with your feature lists. Irritated by the fact that the product hasn't scaled yet. Your investors won't be patient forever, and your to-do list keeps getting longer.?Exhausting.?
Who has time to think about someone else's problems? (2/3 of companies fail within the first ten years, and a leading reason customers?leave?companies is that they perceive you are indifferent to their needs).
On the customer acquisition side of things, the problem is essentially the same…
86% of consumers?list authenticity as a critical factor when deciding between brands.?They want to know you understand their problems and care enough to solve them.
For you, fellow marketer, I have a SOLUTION!?
Start talking about your customer's problems.?
And then vilify them.?
Give the problem a name, a personality, and identify the emotions it elicits. Most importantly of all - make it REAL.
Example: It's not simply that not knowing about your entire operation can be a frustrating way to live and manage your crops…
… it's that lurking in the shadows are evil forces battling against yields, foiling your best-laid plans…
Then you could say - our product allows you to FIGHT BACK against the unknown with complete visibility into what's happening in your fields.?
Sound too dramatic?
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Let's say we were to give your customers a choice between watching your best salesperson provide a product overview for 30 minutes or the first 30 minutes of the Bourne Identity - which would they choose?
"But this is business; it's not about entertainment…" you say.?Sure, but your customers don't care yet.
"OK, they may be bored out of their minds, but using our product will save them money," you think.?Sure, but they don't know you exist.
Quit phoning it in. Quit being boring for the sake of being boring. Be polished, but have something interesting to say when you open your mouth.
TELL A STORY!
We are in business to make the world a better place, make our customers successful, and make money, but getting attention is a precondition for all of these things!?
You owe it to your product, and you owe it to your customers to make sure they don't miss the fantastic innovation you're bringing to market.?
Don't simply run ads and hire a PR firm…please.?Have something to say first.
Think about how you could make a movie about your customer...
Make something different. Make people care. Make fans, not followers.
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