Why Customer-Centric Marketing Starts With the Buyer

Tell me why so many brands keep getting this wrong.

Bad marketing: Leads with the product.
Good marketing: Leads with the person buying it.

Nobody's browsing your site because they want a serum or a pair of shoes.
They're there because of a problem, and a hope that something out there gets it.

Too many brands do the opposite.

They open with their formula.
Their specs.
Their founder's résumé.

Literally no one cares about any of that.

Yeah, it's nice, and "paints a picture."
But the reality is that your customer is scanning for proof that you understand them.

The brands that scale worked this out a long, long time ago:

Glossier
↳ Sold the confidence of skin that looks like your own, just better. Never the formula.

Nike
↳ Sold the feeling of being unstoppable. Never the cushioning tech.

Levi's
↳ Sold generations of self-expression passed down. Never the stitching.

Liquid Death
↳ Sold rebellion against boring wellness culture. Never the hydration.

Every one of these led with the person.
The product came second.

List your features, and you blend into the same page as every competitor in your category.

Speak to your customer directly, and you're the only brand in the tab they don't close.

♻️ Repost this to educate your network.
And follow me, Jacob Rokeach, for more on creative strategy and growth in retail, beauty, and fashion.

Pic credit: Tom Pestridge/ @sxifa via X