Sunday, December 26, 2010

Offer what the market wants, not what you want

Love is patient, love is kind. It does not envy, it does not boast, it is not proud. It is not rude, it is not self-seeking, it is not easily angered, it keeps no record of wrongs. Love does not delight in evil but rejoices with the truth. It always protects, always trusts, always hopes, always perseveres. Love never fails.

When was the last time your brand loved the customer in that way?

Most brands scream and shout and brag about themselves. They are the date who talks and talks without listening... Yesterday me and a girlfriend visited a pub and got approached by a guy who offered us a boat trip on his yacht. We said 'nah, we are going to the races with our friends' and he went all confused: 'Races? When you could be on my yacht!!' and then he said he would also give us a few lines of coke if we came. Uh... The only coke I´ve ever touched is Coke and I have no interest in getting into drugs at 37 years of age.

This guy had not done his research. He did not know what would be alluring in my ears, and what my needs are. He just assumed I would like the money and fun. Little did he know... so little did he get.

Many brands try to capture the eyes of their market in the same clumsy way. They go to themselves and think 'this is what I like' and create a campaign offering something they would want, but that people may not need. Do your research! Great strategy is based on deep knowledge on the target audience, the world we live in, human psychology and a curious mind, making sense of all the above. Explore, adore, get more...

You have two ears and one mouth! Ask more, tell less.

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