I probably shouldn’t admit this. I regularly use Airborne. You know, the herbal supplement that’s supposed to help you prevent or get rid of colds.
Yes, I’m aware of the lawsuit. Yes, I’m aware that it might just be a bunch of homeopathic hooey. But in my mind it seems to work. And I hate even the thought of having a cold. So there you go. I’m an Airborne user. I love the stuff.
I replenished my supply this weekend, and as I was putting it away, I took a close look at the packaging.
What caught my eye is where it says ‘Created By A School Teacher.’ Don’t get me wrong — teachers are great. My mother-in-law was a teacher for 30 years. Everyone I know has benefited from great teachers. It’s a noble (and underpaid) profession.
But…I’m not quite sure why I care that a teacher invented my herbal supplement. I know I know. There is some back story about the lady who invented Airborne because she was a 2nd grade teacher and was tired of getting sick. And I have three kids — I certainly know that they can be little petri dishes.
But when I’m trying to get rid of my cold, why do I care about any of that? Maybe it makes me feel better about the product in some motherhood and apple pie way. But probably not. I just don’t want a cold.
The same is true of b2b customers. They don’t care about your history, your background, or why you do what you do. They care about their problems.
So what am I going to do about it? I’m going to look at my company’s materials once again to be sure we’re emphasizing what matters to our prospective customers. Namely: their problems and how we can help.