Evolved marketers know we need to look beyond the features of our products and services to the benefit. In other words, how we improve the lives of those we hope to serve.

This is how we go beyond simply talking about ourselves to having real relevance in our prospects’ lives.

Brands that get to this level are the exception and not the rule. Just spend the briefest amount of time online or watching TV. It’s an assault of let-me-tell-you-about-me messaging interrupted with the oh-too-rare here’s-what’s-in-it-for-you brand message.

I could stop there and say simply work on that and we'd elevate our efforts. But, then again, we'd be missing the real game-changer.

Creating relevance vs. creating caring

When we share our benefit, we create relevance in our prospect’s life. She or he understands how life Improves once the brand becomes part of her or his life.

While relevance is valuable, there is something more powerful. Caring.

Caring happens when your brand helps connect them with a larger hope or desire. These are things that make us all feel like our time is worthwhile. And that we can have an impact, making a difference for those around us.

It’s easy to dismiss this as an idea that is reserved for just a few, select brands. That’s how most brands miss this game-changer. The truth is that every brand has the ability to create this kind of caring.

I helped a medical bills collection company discover this game-changer. Believe me. If a medical bills collection company can uncover its transformative purpose, any brand can.

Advocates and evangelists

Our features may make us notable. Our benefit may make us preferable. But those things aren't the real motivators for our prospects. When we connect with people's hopes and desires, it compels them to make our brand a part of their lives. That happens when we clarify our brand purpose. And then invite those we hope to serve to share in that purpose. That's when our prospects become more than customers. They become our advocates and evangelists.