There’s a lot to the ‘data’ of it all these days, so much so it’s easy to lose sight of what truly matters: the person on the other side of the screen. To stay in touch, some of the questions we’ll ask our clients as an ad agency might be: What do your customers’ everyday lives look like? What’s keeping them motivated? How does your offering make their life better? This is the information that allows us to support a life moment, versus just sell a product.

To tap into that, we can also think about the practical and emotional contexts of where a product naturally fits. If a solution offers ease, relief, or a spark of joy at the right time, marketing begins to feel like help rather than an interruption.

The Deal With B2C

I like to think of B2C from a consumer’s perspective. When I’m shopping, I’m guided by preference, brand love, convenience, and yes, emotional connection. Maybe a certain drink reminds me of a holiday, or a certain snack just makes the day better. Think Starbucks with their long-loved holiday cups, debuted in 1997. They spark a smile and have become memorable. Now, you might even grab a coffee just for the cup. That’s a B2C connection.

We see B2C efforts fall into the trap of pushing products that solve problems nobody really has, or at least not in the way we imagine. It tends to be shot in the dark until something just hits. But, there doesn’t need to be so much guesswork—when you listen.

The Art of Listening

Can your product save them time? Can it help them relax at the end of a long day? Maybe it can just give them a small moment of joy, or something to look forward to. Focus on these angles and you’ll see more repeat business and referrals. Also, consider meeting your customers where they already spend their time. That includes social media platforms and their inbox.

There’s a shift that happens when you focus on what matters in a person’s life: convenience, confidence, comfort, or maybe just a better way to get through that afternoon slump.

Feeling Understood

When we feel understood, we’re more open, more curious, and more likely to come back. Same for consumers. Make your choice the easy one by approaching marketing efforts through the lens of empathy and practicality. That’s what makes it feel as natural as a morning cup of coffee.

This type of content is just a taste of what you can expect in each week’s Fresh Look Friday blog. If you’d like insights like these delivered straight to your inbox, sign up for the newsletter here: http://jasonhunterdesign.com/fresh-look-friday/.

Cheers!

Jason Bass