While reviewing some preliminary study materials for a consulting call with Alex Mandossian, I stumbled upon a quote that was quite insightful!  Is your marketing message based upon how you see your market as?  Or is your message based upon how your market sees themselves as?

The quote is from Anais Nin:

We don’t see things as they are.  We see things as we are.  
                                                               Anais Nin (1903 – 1977)

How we see things is critically important!  Our marketing message must reflect how our target customer base perceives themselves and the environment that they exist within. 

Most marketing messages fail not because the product is itself bad or wrong for the market – in fact, it may very accurately reflect "how things are" and be a perfect solution for our customers needs – but rather the message fails because it does not resonate with our prospective customer base.  Simply, the message does not reflect how our customers "see things are."  Thus the very customer that our product or service may be perfect for does not see it that way.

Are you crafting your marketing message based on facts about how things really are?  If you are, you are likely missing a sigificant part of your market – because your message is not resonating with them "as they see things are."




Filed under: Entrepreneurship

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