Do your prospects go "goo goo ga ga" over your message?

My second daughter, 5-month-old...

Cute as a button, and super-curious about her surroundings…

When she is looking around and she sees me, her mum or grandma, her face lights up.

"I know you", she seems to be saying.

Her big gummy smile. And the cooing. Kicking her little feet and waving her fists.

All signals that she is in perfect sync with this person she knows.

In marketing, we strive for a similar response from our customers.

With high hopes, we launch our messages, online and off.

But... crickets...

We forget something.

Who exactly did we create it for?

What are their problems we are confident we can solve?

When we answer these questions, their eyes light up. Their curiosity piques. They think:

This is exactly what I need!

They want to know more about this person/business who seems to know them better than they know themselves.

Try to recall the last advertisement or piece of content that really grabbed your attention...

The one that made you pause your scrolling and really pay attention.

What did it have?

A great headline that stopped in you in your tracks?

A catchy image?

The reason it caught your attention is because...

It "spoke" to you.

This happened because the person who created the message had YOU in their mind.

You went "goo goo ga ga" over their message. (well, not technically, but you get the gist!)

If they didn't... you'd have scrolled past!