Back to the basics: Health Care Marketing Revisited

Why do people buy?

It’s a simple question. And one that everyone involved with exchanging a product or service for time or money ought to think about. All the time.

Fortunately, the answer to that simple question is an equally simple question: What’s in it for me?

Self-interest is at or near the top of every decision every one of us makes, every time. Including choosing what we will buy, who we will buy it from, and where we will buy it. Set aside altruism. Forget selflessness. Never mind magnanimity. More often than not—almost always, in fact—it’s all about me, me, me.

Not that there’s anything wrong with that. Often, the interests of others coincide with your own. And, in a family, what benefits one may well benefit all and the well-being of those you love is a benefit in itself.

So, in marketing communications, it is important to remember to appeal to the self-interest of your prospects. Not just in passing. Not just some of time. But always, always, always.

Your audience doesn’t care if you’re proud of what you do. It doesn’t matter to them that you’re excited about what you offer. They’re not interested in anything about you—except when it comes to how you can help them achieve what they want or need.

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Next time: What about your customers?