Let’s get one thing straight: value is determined by the recipient, not by the fancy slogans, cool logos, or the marketing team high-fiving in a Zoom call. If the audience doesn’t see value in what we’re offering, it doesn’t matter how revolutionary we think the product is—it’s not valuable. Period.
This is one of the most critical concepts in marketing. It’s easy for marketers to fall in love with their own product or campaign ideas, thinking that the creativity or innovation alone will generate customer interest. However, without tapping into what the customer finds valuable, none of those efforts will matter.
The Battle for Simplicity
Simplicity is the cornerstone of effective communication. But let’s be clear—simplicity doesn’t mean dumbing down. It means cutting through the noise, removing the excess, and delivering the message in a way that’s meaningful to your audience.
Achieving simplicity in messaging is hard work. It requires distilling the value of a product or service down to its essence without losing its punch. The key is to ensure that the message is:
- Clear without being boring: Customers are bombarded with marketing messages all day long. If your message is too dull or complex, it won’t grab their attention.
- Refreshing without being random: People crave something new, but it has to feel relevant. Throwing in a quirky element just for the sake of being different can backfire if it doesn’t align with your message.
- Compelling without the hard sell: No one likes feeling pressured. Craft a message that draws people in with value, not aggressive sales tactics.
Now, let’s get real—how do we balance all that? How do we create messages that are simple, compelling, and tailored to the audience?
Storytelling: No One is Reading Our Novel on a Tuesday Afternoon
A powerful story isn’t just a cute anecdote or a random success story thrown in for flavor. It’s about connecting with people on a deeper level, getting them to stop, think, and feel something. Storytelling is a tool that, when done right, brings the product or service to life, helping the audience envision themselves solving their problem with your solution.
But it’s important to remember that we’re not writing a novel. The story needs to be punchy and engaging from the very beginning. If it drags on, people lose interest.
A great example of this comes from Apple. The brand has mastered the art of storytelling by making the customer the hero. Whether it’s the “Shot on iPhone” campaign, showing real user-generated content, or its ads that highlight how technology improves everyday life, Apple’s stories are always about the customer and how the product enhances their experience.
Humor: It’s Risky, but It Works When Done Right
Humor is one of the most effective ways to stand out in today’s crowded marketing landscape. But, like any high-stakes strategy, it’s risky. When done poorly, humor can alienate, confuse, or offend your audience. When done well, though, it can make your brand memorable and relatable.
A well-timed joke or a playful twist on an industry pain point can make someone think, “These people get me,” which is exactly the kind of connection every marketer wants to build with their audience. Humor humanizes a brand and makes it approachable. It creates a positive emotional response that lingers, increasing the likelihood that someone will remember your message.
Take Dollar Shave Club’s famous launch video as an example. With humor that was both irreverent and on-brand, the video went viral, driving enormous interest and propelling the company to instant success.
Humor works best when it aligns with your audience’s values and expectations. In industries like cybersecurity or finance, humor should be used sparingly and strategically, while in lifestyle or entertainment sectors, you can afford to take more risks.
Personas: Speak to Them, Not Everyone
A surefire way to make your message forgettable is to try to appeal to everyone. Trying to be everything to everyone is the fastest way to be forgotten. The best marketers understand the importance of crafting messages that speak directly to their target personas. Each persona has unique pain points, goals, and challenges, and your messaging needs to reflect that.
Creating personas allows you to tailor your approach. Rather than sending a generic message to a broad audience, you can speak directly to their needs. If you’re marketing to CISOs in the cybersecurity industry, for example, focus on addressing their specific concerns about risk management and compliance, and avoid jargon or fluff that doesn’t add value to their decision-making process.
Personalized marketing isn’t just a trend—it’s an expectation. Audiences today expect brands to understand their needs and offer solutions that feel custom-made for them.
Emotions: Memorable + Relatable = Value
At its core, marketing is about connecting with people on an emotional level. People feel and react when they relate. And that emotional response is often what tips the scale from “I’m just browsing” to “I need this.”
Marketers who tap into emotions effectively can create stronger, longer-lasting connections with their audience. Whether it’s the joy of using a product that simplifies life, the confidence that comes from solving a major business problem, or the relief of finding a trustworthy service, emotion plays a key role in decision-making.
In B2B marketing, this is just as important. Even in professional settings, people make decisions based on emotions like trust, confidence, and fear. Recognizing this and weaving emotional appeal into your messaging can help differentiate your brand and create value.
Bottom Line: It’s Not About Us, It’s About Them
Here’s the ultimate truth: the value of a product or service isn’t what we say it is—it’s what our audience feels it is. As marketers, we often fall into the trap of believing that if we create the right message or perfect the product, people will naturally recognize its value. But the harsh reality is that the audience decides what’s valuable, not us.
No amount of creative slogans, fancy logos, or high-fives on Zoom calls can change this fact. If your audience doesn’t feel like your product solves their problem or meets their need, it doesn’t matter how great it is—it won’t be successful.
That’s why putting the audience first is the most important thing in marketing. You have to deeply understand your audience—what they value, what their pain points are, and how your product or service fits into their world. Once you grasp this, you can create messages that resonate, campaigns that convert, and products that people truly need.
In the end, marketing isn’t about us—it’s about them. It’s about understanding, connecting, and creating real value that speaks to the needs of the audience. Because, in marketing, the simplest truth is the hardest one: your audience decides the value. Not you.
