All too often I see companies and brands talking about themselves as if they are the most important in the equation. They focus too much on themselves – what they do, what’s gone into their products – and not enough on how these products impact on customers.
This applies to marketing channels across the board. From newsletters announcing that, well, their newsletter has been redesigned, to intricate and often technical detail that swoops over target audiences’ heads – I see all this on websites, social media, in brochures… it’s a plague.
Find out more about this problem, and what you can do about it, over at my latest ITWeb column.