Now, talking about yourself or your product, if you’re anything like me, may have you feeling cringe. You feel like “Oh, no, I’m being too something, too much about me. It’s not supposed to be about me. It’s supposed to be about my customer“.
That is exactly the winning formula. If you think “your content is for your customer“, because you believe in your product and service so much that it helps people and it changes their lives for the better, then, of course, you want to talk about it.
What you want to talk about is not the product. Nobody wants to talk about a phone. Everyone wants to talk about what the phone does for them. The convenience that it creates for them. Nobody wants to talk about a nappy cream, but everyone wants to talk about how the baby is free of nappy rash. Nobody wants to talk about moody teenagers, but everybody wants to talk about how your teenager is much happier than they were before they started a programme that you provide.
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