Chris Houchens recommends this:

Write the following sentence down and look at it when youʼre creating your marketing.

NO ONE CARES ABOUT YOUR MARKETING.

That’s right. No one cares. People care about what can make their life better or easier. The only people who love advertising are people who work in ad agencies. Everyone else is tired of getting yelled at to buy this or try that. They’ve tuned out your marketing.

The secret of marketing is to get them tuned back in.

Houchens’ manifesto on marketing lives at ChangeThis, a rich source of cultural and business insight (mixed with the tiniest bit of madness). More from Houchens:

The secret of marketing is to get them tuned back in.

How do you do that?

Well, it’s not by creating a huge ad campaign and buying up full-page newspaper ads, network TV time, and billboards from here to Timbuktu. Remember everyone has those tuned out.

Your marketing works not by telling everyone that your product is great. Your marketing works when you have one person believe that your product is great.

…In the end, that’s what makes marketing work. You have to think about your customers as people and not as costs per impression on an ad spreadsheet.

Don’t get me wrong. It’s more work to do it this way. But, it’s so much more effective. Are you ready?

Well? Are you?