Stop acting like everyone is your customer
One of the things that truly irks me about modern marketing is their disconnect with their customers and the job they need done. Rather than knowing why a customer would contact a company and what the customer needs done, we lean too heavily on thinking that everyone is a potential customer, they just don’t know it yet.
This leads to what we have today. Interruptions around every corner, upselling on every page, perpetual UI and UX changes that only satisfy the sales team, not the customer.
I have been fascinated by the “jobs-to-be-done” framework for sometime and I try to implement it in as much marketing as possible. You don’t invent a product or service and try to find a market. You need to learn what job your customer needs done and provide a compelling solution. Remember your customers want the transaction over as fast as possible so they can move on with the rest of their lives.
This is a great read about this framework.