I saw this post — a few pictures and voila! — the solution to an issue most modern men have with their dress shirts: fit and style. It’s front and center.
Notice the “ad” doesn’t speak about the company, the owner’s long bio, past successes, nor does it contain lots of text, or drum up some story about shipping fabric around the world… or focus any other features for that matter. It doesn’t join the bandwagon showing an editorial scene of this man at work or out on the town.
Instead it focuses on the customer, what is important to them, and a solution to make their lives better.
Why does this stand out… even apply to marketing or leadership?
1. In marketing/advertising, especially online, pictures are worth a thousand words. What is it you want to get across needs to be boiled down to a sound byte. Know thy audience.
(This gets me to my next point…)
2. The best leaders know how to bridge agendas like this in order to inspire action and movement.
Whether positioning yourself in your company, giving an effective presentation or making your company or product stand out, knowing how to relate, resonate and standout in a cluttered world is everything.
If you don’t know how to get your point across fast, effectively and in a meaningful (and memorable) way, as Donnie Brasco might say, “Forget about it.”
Start with your customer/employee/target audience and where they are (in knowledge, preference, frustration, needs and desires) when determining how to reach them and what to say.
STAY AWAY from talking about what you think is most important. That will come in time if you meet people where they are first. Only after potential customers/listeners/etc. know their needs will be met will they take the time to dig deeper …and maybe read/listen.
Designers Matt Hornbuckle and Kirk Keel realized that our sizing system is a broken one, and decided to change it up. Using 3-D body scan data from more than 1,000 men, they created Stantt, a line of casual button-down shirts that come in 50 sizes, with three measurement variables: chest size, waist size, and sleeve length.