For years, I've been saying that to create great Web content, you need to always be thinking: Nobody cares about my products and services except me and the others in my organization.
What your buyers do care about are themselves and they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so).
The good news for smart marketers is that this knowledge has the potential to make you many times more successful with your marketing. It may quite literally transform your business (that’s not just my opinion; many people write me to tell me so).
Here's an interesting example of a humorous video from Cisco created with this idea.
Cisco created this video with no references to products. Instead it offers a twisted look at the problem with older TVs. The link at the end of the video points to a webcast with Cisco chairman John Chambers, during CES on Jan 5.
Image: Shutterstock / Franck Boston
Disclosure: I have done work with Cisco in the past, however I was not involved in this video project.