You can yell at customers all day saying “This is the brand that cares about you, and wants to serve your needs!”
But I have to feel that it’s true.
It has to be true of the founders. This can’t just be a strategy for them.
It has to be true of the product. If it doesn’t actually serve my needs well, I’ll buy something else.
It has to feel true in the messaging. If your creative team isn’t already like us, they won’t know how to talk to us in a way we’ll actually listen.
Marketing is most effective, when it feels true.
Additional Note: Not every videographer, photographer, copywriter, and community manager can speak to your intended audience. Find people who have roots, interests, even side hustles in your particular industry. Then, they’re actually talking to people like themselves. That’s usually most effective.