It seems as if there is a song to overcome every personal obstacle — a breakup, low self-esteem, a tough workout, or even the loss of a loved one. There is inspiration in lyrics everywhere you turn.

But sometimes, songs can even help us navigate challenges in the workplace. 

At first listen, you might think “As Long As You Love Me” by the Backstreet Boys is about a romantic relationship, but if you listen closely, you’ll learn that it actually offers advice about your marketing strategy. 

The Mistake Your Brand is Making

I hate to say it, but most brands have it wrong. Most marketing content is fraught with copy that touts a company’s accolades or years of experience while failing to communicate what’s in it for their audience. 

And the Backstreet Boys are here to save the day and improve your marketing strategy with this important message:

Don’t care what is written in your history
As long as you’re here with me
I don’t care who you are
Where you’re from
What you did
As long as you love me

-Signed, your customers. 


Did you sing that aloud as you read it? 

When a potential customer is in the market for your product or service, they aren’t searching for the fine details about how your company was founded in 1988. For the most part, they’re unimpressed by how many employees you have or customers you’ve served. 

At the end of the day, your audience wants to know that you are the brand for them. They want affirmation that you understand them, and yes, even love them. 

Your marketing message is your opportunity to empathize with your audience and show them that you care. Self-serving content that focuses on the company instead of your customers’ feelings, needs, and pain points is sure to fall flat. 

If you really want to influence a customer to embark on a journey with your brand, speak to their heart. And yes, you can even do this on the “About” page on your website, but only once you realize that this page really isn’t about you.

Rather than boring your website visitors with who you are, where you’re from, and what you did, tell them WHY you do what you do. 

(Whoa whoa whoa… did I just cross over with another Backstreet Boys lyric to inspire you? This is so meta.)

Yes, TELL ME WHY. Tell your audience why you created your company and what need you set out to fill. Share a meaningful story about why you are passionate about your work and what you can do for potential customers like them. Illustrate that you understand what they are searching for and validate that they are in the right place. 

A Final Lesson from BSB

If you were to ask the Backstreet Boys why they are still making music and going out on world tours after 26 years together, it wouldn’t be for their own self-interests or fortune. They do it for the fans. 

With every word you write, video you produce, or piece of content you create, lose the ego. Do everything with your audience in mind. They are the hero of your story. 

When people identify with your brand’s content and feel like you truly care about what you can do for them, that is when they will move forward on the customer journey. 


READ MORE: Need help empathizing with your audience? Learn more all about empathy maps and download my free template!

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