So many times we are so caught up in the uses and benefits of a product and fail to discover how our product reaches the heart of the customer. Does it save them time? Make their lives better? Does it improve their relationships with their customers, vendors and co-workers? Does it reach their heart?
There have been many great books lately explaining this heartfelt perspective. Seth Godin's "Purple Cow" teaches us the importance of being "remarkable." Joe Calloway demonstrated the importance of "Becoming a Category of One" by knowing your customer better than anyone else and by reaching them emotionally. Kevin Roberts' "Love Marks" gets a little mushier by using "love."
Marketing without heart is just another slick sales pitch.
Just pushing paper is not a way to a customers heart. If we dig deeper we can help our customers make their printing more relevant with document management systems, with a focus on consulting we can show them how they can save time and money, and with a true partnership of sharing and communicating we can demonstrate the action behind our heart.