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"Liz, what is the worst date you've ever been on?"
To this day, it takes me only a split second to answer that question. His name was Logan. I was set up with him by a friend when I was in my early 20s, back when I lived in Boston.
On paper, the date should have been perfect.
First of all, he was hot.(Hey, I can be shallow.)It was also a gorgeous and utterly romantic early November evening. We started with dinner at a hip little bistro and then strolled the entire length ofBoston's famous Newbury Street, arm-in-arm.
Sounds positively dreamy, right?
In reality, however, Logan was the absolute worst.
He spent the whole time talking about himself. And lacrosse. And how good he was at lacrosse. And his dad's boat. And, and, and... ugh.
I barely had to say anything to keep the conversation afloat, except for a few half-hearted "Oh wows" or "You don't says" as I quietly prayed for some sort of relief — like an alien abduction or an anvil to the head or something.Anything.
Days later, I found out he was shocked I didn't want a second date.
Really?! Why on earth would I want to date a guy who was that obsessed with himself?
What's funny is that, as marketers, all too often we end up lapsing into this kind of behavior — the kind of behavior we can't stand off-the-clock. Myself included.
For example, one of themost common mistakes I see marketers make with their website copyis they write like... well, they're a Logan. All they do is talk about themselves and their brand, how utterly amazing their products and services are, and so on, with basically no regard for the challenges, pain points, or needs of their ideal buyers.
If this kind of behavior turns us off when we're just being normal human beings, why on earth would it suddenly work in our marketing?
So, don't be a Logan, y'all. No matter how pretty your brand may be, your ideal buyers likely won't call the next day either.
👉 "Our website isn't covering — what's wrong with our website copy? Why isn't our copy driving qualified leads to contact us or engage?" (8-minute read)