Speak To The Customer
In today's world, where a business is more or less defined by the content published on its channels it's useful to remember that the content should speak to the customer.
I would like to revisit a throwback episode originally recorded at the end of 2020 with Ben Burns, Chief Operating Officer at The Futur — an online education platform founded my one of my favourite people, Chris Do, helping people build better design skills and better creative businesses.
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As a huge fan of The Futur's content this was just a fun chat for me. I loved hearing about Ben's adventures as an undercover police officer working in narcotics to his first meeting with Chris Do and of course his thoughts on design education and online content creation.
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The one obvious thing Ben shares is the importance of remembering to connect with his physical body. This is of course extremely obvious and extremely important—and extremely easy to forget amidst the hustle and bustle of the workday.
However, there's another obvious thing that I notice, which I would like to record here on the subject of content creation. It comes near the end of the chat at the 26:26 mark.
And that's the idea of identifying who the content is aimed at.
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Ben reminds the listener to produce content for the customer.
"I think the biggest mistake a lot of service providers do is that they create content that other creative professionals will consume, and they completely miss speaking to their customers (like the brewery owner.)"
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