Mary Schmidt Marketing Troubleshooter

Ban everyone involved from saying any of the following phrases:

I don’t think…(So? That’s why we’re looking at the “new” stuff. Stop thinking, start looking and listening. Otherwise, you’ll filter the info through your world view. Just look at how the right and left wing pundits interpret the exact same candidate speeches and actions.)

I don’t believe… (Beliefs are stronger than reality. But, step back, take a deep breath and remember your personal views don’t apply. This is “new” remember?)

I haven’t seen…(Of course not. You’ve not looked at this before.)

My husband/wife/mother/father/sister/brother/son/daughter does/doesn’t… (Nice anecdotal point. But, do you have - say - five million family members? Just because your loved ones do/don’t do something, or like/love/hate whatever doesn’t mean the market will.)

If you’re looking for new customers outside your traditional market - then you really don’t know what you don’t know. And, “I” ain’t the “target.”

P.S. Demographics can be very misleading Take “Soccer Moms” for example. There are many, many different types of “Moms.” And even those mothers who do drive the kids to soccer…they drive all kinds of vehicles and have all kinds of beliefs and views. (Check out the book The Soccer Mom Myth)

Related Posts:
The All-Knowing, All-Seeing “I”
Self Love Or Effective Advertising?
Advertising: Your Point of View or Your Customers?

Tags: marketing, marketing troubleshooting, target demographics, target marketing