The two fundamental human truths in marketing:
# 1 “Why should I care?”
The ever-present question subconsciously posed in your customers’ minds is, “What are you (the brand) saying, offering or promising that I should care about? If you can’t get them to care, then you’re just more noise in their overly noisy world. Note that in this point of view it’s about what they care about, not what you care about.
# 2 ”Why should I believe your claims?"
The second ever-present question is “What is my reason to believe?” Why should I trust this brand? How is trust established? What proof does the brand offer? Proof can be word-of-mouth from a trusted source, an expert endorsement, industry leadership, performance history, case studies, testimonials, etc. Just because these truths are fundamental doesn’t mean they are going to be easy to define.