Sometimes we tend to look at one of our most valuable resources as numbers. While analytics are critical in making business and marketing decisions, it’s important to look beyond those numbers and realize that the targets of our marketing material are more than just numbers and dollar signs. They’re people just like us. They have families, lifestyles, beliefs, norms, values and feelings that make them who they are, and we need to keep all this in mind.
Don’t stop measuring. That’s not my point. My point is that you need to craft marketing material that doesn’t look like marketing material. The marketing material you create needs to connect on a personal level. It needs to keep all the things that make us human in mind. Until robots take over the world, we need to realize our audience is part of the human race and all that entails.
Ask yourself these questions when putting together any piece of marketing material:
- Does it connect with our target audience’s values and beliefs?
- Is it offensive to anyone, whether in our target audience or not?
- Does it add value to their lives or is it just bragging about what we do?
- How will this help make people’s lives better or easier?
- Are we using the right words and imagery that resonate with our particular audience?
- Have we considered the geographical location where this will be distributed?
- Have we considered the cultural differences in the region where this will be distributed?
These questions should be asked in addition to all the analytical and goal-related questions you need to ask, but that’s for another article on another day. Today I want to drive home the point that you need to put yourself in the shoes of your audience. If you don’t have a good answer to any of the questions above, you need to take a step back and make some adjustments.
Companies that look passed the fact that the members of their target audience are human, and instead see numbers and dollar signs, will eventually crumble, no matter how strong their current position may be. It’s the people who buy our products and services who are the main reason behind our success, and it’s time that companies start respecting them and treating them as such.
Missing this point is just one reason companies fail at marketing. Read about other reasons for marketing failure. Let us know your thoughts in the comments below.
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