If there is one thing that will prevent stupid errors in marketing – and which is essential to great marketing – it is the ability to put yourself in the shoes of the people you are trying to reach, to see your campaign the way they would see it.
Claude Hopkins, the father of modern advertising, wrote back in the 1920’s that he preferred to market to the common people because he was one. He could understand how they felt, their hopes, desires, wishes, fears, hates. He knew how to speak their language and what would offend them. Or bore them – the worst crime in marketing.
Most businesses don’t have the luxury of marketing only to people like themselves. They have to familiarize themselves as best they can with their public (target market) and cultivate the ability to think and see things as they do.
Take the common “Mission Statements” you see from companies.
Who cares?
Yes, you need to have that worked out and known internally amongst your staff and possibly your suppliers.
But your prospects could care less that you say you are “Passionately devoted to ensuring the highest quality products and swiftest service to our customers.”
Trust me on this one folks.