marca strategy news & views
November 6, 2012
supporting vs leading role

Logic, statistics, data, product features…those should play a supporting role not a leading role.

You need to inform and highlight on important information that helps put into context the issue you’re addressing or the benefits of your product, but this information, although important to tell your whole story, plays a supporting role.

The leading role is the why, the reason you get up in the morning, the higher motivation for what you do. The reason that will move people to take action and to become not just a client but a loyal customer, someone who not only buys your products or services but recommends it to their friends and family. 

Statistics and product benefits may get you some transactions, some people through the door, but alone they will not create long lasting change, loyalists, fans, people who will stand in line to get your product or who will get a tattoo of your logo.

You’re not trying to generate one time clients, you want to develop relationships with fans. The only way to do that is if you lead with your values, your passion and beliefs. The why you do what you do.


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