Written by: Vickie Sullivan | August 31, 2021
Target the Right People with Your Marketing
Heads up: controversial political example ahead. Many of us have strong opinions about the rioters that attacked the U.S. Capitol building on Jan. 6, 2020. There are lots of assumptions about who was involved. But a study by political violence expert Robert Pape debunks conventional wisdom about the culprits with findings on who actually committed the crimes.
Pape’s point: If we assume those in militias are the main perpetrators, we miss most of the folks who committed the crimes. Going after the wrong people happens in marketing campaigns, too.
Let’s drill down on how us business owners can fall into the same trap. It’s easy to lump people in a group and make broad assumptions at 30,000 feet. The result: You get a logical market strategy that looks good on paper but is doomed from the beginning. No amount of implementation can overcome appealing to the wrong buyers.
A common reason why we target the wrong people: false assumptions about motivations. We assume we know who these buyers are and what they really care about. This dark path is insidious. It leads us to develop content (and service lines) based on an incorrect “buyer’s journey,” then carry out the plan. When it doesn’t work, we step up our effort. After a lot of wasted time and money, we stop and start over.
Listen: 2 Narratives that Create False Assumptions
When we make incorrect assumptions, we target the wrong people. And what happens when we go after the wrong buyers? We miss the right ones.
Now Read This:
- To Win Over Buyers, Tap into their Motivations
- How to Determine Market Feasibility and Direction for All Your Bright Ideas