No One Cares… You’ve Got to Make Them Care

Let’s face it, folks. We tend to overestimate the magnificence and appeal of our products. A natural bias clouds our judgment.

But here’s the cold, hard truth: No. One. Cares

No one cares about your company. No one cares about your tech. No one cares about your patents. 

Your prospective customers? They’re busy, distracted, and wrapped up in their own lives. 

The amazing product you spent years to perfect? It’s not even a blip on their radar. Their indifference can be maddening.

What does this mean? 

It means you’re spending boatloads on marketing that no one notices. 

It means you’re shouting into the void, hoping someone… anyone… will hear you. 

It means your message is fading faster than a Snapchat story. 

And worst of all, it means that your competitors who have learned this secret are likely running laps around you.

So when you are reviewing your marketing analytics and wondering why the clickthrough rate is dropping through the floor, remember…


Well, that’s depressing. Tell me there’s a “BUT.”

Buuuuut, it doesn’t have to be this way. 

There is a way to cut through the crap.

To get noticed by jaded and busy buyers.

To attract pre-sold and ready-to-buy prospects.

To make meaningful connections with your customers.

If only you can make them CARE. 

You see, it’s marketing’s #1 job to make the customer care. Here are a few proven techniques that can turn your product from ignored to unstoppable. 

Step 1: Relate Through Empathy

Want them to care about you? Show them you care about them first. 

“People don’t care what you know until they know that you care.”

Customers need to believe that your company is looking out for them. And yes, there are ways that your marketing can show you care.

Stop talking about what you want to say and talk about what they want to hear. 

Have you ever been accosted at a dinner party by someone who couldn’t stop talking about themselves… where they vacation, how their kid made it into Harvard, that time they broke 4 hours in the marathon, blah, blah, blah. And while you couldn’t get a word in edgewise, you practically got their life story dumped on your head. 

Did you get the sense that they cared about you?

Exactly. Don’t do the same with your marketing. 

Share stories that hit home—address their fears, dreams, and everything in between.

Talk about their crabgrass

I remember a little lesson a wise marketing once shared with me. He said, “Let’s say you sell weed killer.  People don’t want to hear you talk about your weed killer. How many types of weeds it kills, how it is formulated, and how it is applied. But they will listen to you talk about their crabgrass all day.”

Step 2: Be Relevant to Their Needs

You’ve got to hit them where it counts. Your product or service needs to scream, “I’m exactly what you need!” 

Call it Product-Market Fit, call it what you like, but don’t assume anything. 

Don’t assume people see the relevance. You’ve got to make it clear.

Don’t assume they can see the benefit of the benefit. Spell it out for them… showing how much better life will be now that they have found you.

Your promise must be compelling, striking a chord so deep they can’t help but act. 

Remember, people don’t leave their comfort zones for just a tiny nudge—they need a good shove. 

The more it resonates, the more likely they will take action. We don’t want them nodding their heads along with your copy… we want them jumping out of the chair to get their credit card!

Step 3: Appeal to Emotions

Whether you’re selling a sports car or software, you’ve got to tug at their heartstrings. 

Emotions are the gateway to decisions. Yes, even in B2B sales. 

You don’t think that buyer is conflicted with emotion when reviewing your proposal?

“What if this doesn’t deliver results? This could derail my promotion.”

“If I want to do this I need to get that a-hole in IT on board.”

“I think the boss would love this project.”

“This would look great on my resume. It could give me a leg up for an executive job.”

Paint a vivid picture where they can see themselves basking in the benefits of your product. Make them feel it before they think it. Because when it comes down to it, vision drives decision.

The Secret Sauce: Know Your Customers Inside Out

To pull all this off, you need to know your customers better than they know themselves. We’re not talking about basic demographics or job titles. 

Dive deeper, way deeper. 

Walk a mile (or ten) in their shoes. Understand what keeps them up at night and what gets them out of bed in the morning.

High tech, high touch close

Need Help? Keep Reading.

Alright, still with me? Good. 

If you’re struggling to truly get inside your customer’s head, you might need a hand. 

Lucky for you, we’re here to help. Let’s turn that indifference into interest, that apathy into action.