I hate to say it, but he's just not that into you.
Sure, he occasionally takes what you're selling, but that last commercial you put out, he didn't even look up from his Us Weekly to watch, he just sat there on the couch while that cute character you spent weeks auditioning for sang that song you paid that famous producer to write all while she skipped through that entirely computer generated landscape -- you got George Lucas's people to put that together! A little appreciation, if you please ...
Customers used to rely on brands for information -- we used to rely on food companies to tell us what a balanced meal was, we used to rely on financial institutions to tell us what a reasonable APR was, we used to rely on retailers to tell us what was in style right now, and we used to rely on associations to say, "oh you're a ____, meet Tim, he's also a _____."
But down the line, probably right after we noticed that our balanced meals were killing us, and our APR's were bankrupting us, and our clothes were humiliating us, and we realized our dues could be used to pay for our own networking/bar events, we stopped needing companies to answer all our questions.
This is where we get the line, "It's not you, it's me," and like always, it's completely bogus.
But fear not, megalithic corporation, you can still compete in educating your customers. You just can't do it the same way anymore ... You can compete, but you have to compete on honesty, judgment, and relationships that lead to trust and ultimately something for me. Those are values you win customers with.
Comments