You know how when you’re reading about marketing, they’re always telling you to think about "What’s in it for me"?  I’ve tried to bear that in mind but haven’t always had it as my main focus. However, today I had a reality check that really made the message sink in.

Picture the scene:

Child at school looking out at the rain.  They know that they forgot to take a coat, let alone an umbrella to school - well, they’re just not cool!

So instead of a lovely refreshing 20 minute walk home they're feeling a little delicate and text me asking me to pick them up in the car.  Now, I’m a bit of a mean eco mum - I try not to drive the car un-necessarily and I’m happy walking in the rain (although I do usually have the right gear).  Hence I sent a simple text back - "Why???"

As I waited for the response I was intrigued to think about how they might respond - would it be the appeal to my better nature or would it be a more skilful (and maybe manipulative response)?

It suddenly occurred to me that if they replied "it’s raining and I’d love to spend some time with you" I’d probably have taken the car.  Why?  Because they know that I value the time I spend with them and they would have channelled directly into my mind and found the one reason why I might have gone.  They’d have found out my motivator - my “What’s in it for me?

It really brought it home to me that any marketing/communication we send out simply has to have that hook.  If you relate to your customers and tell them how you can solve the problem they have problem they have then they’re much more likely to buy from you.

In the meantime, I’m still awaiting a response to the text...the rain has stopped and I’m not really a mean mum (honest).  I would drive to get them - if it was raining really hard and their shoes had spontaneously combusted! Ha ha!