"The consumer isn't a moron. She is your wife."
- David Ogilvy
This is an oldie but a goodie. It still rings true today. I've seen a lot of marketing managers frustrated by how little their target audience knows or understands about their product. This is in no way the fault of the consumer. You cannot flood customers with feature after feature and expect them to walk away understanding how those features will make their lives easier or save them money or make them money.
Today's consumers are so savvy that even benefit-focused headlines are not getting through. Clayton Makepeace recommends that your focus on reader skepticism instead of benefit statements.
Consumers have never been morons. Each and every buyer has a need; they wouldn't be shopping if they didn't. Marketing staff need to do a better job of addressing the need, satisfying skeptics, and differentiating themselves in order to succeed in today's tough & evolving economy.
- David Ogilvy
This is an oldie but a goodie. It still rings true today. I've seen a lot of marketing managers frustrated by how little their target audience knows or understands about their product. This is in no way the fault of the consumer. You cannot flood customers with feature after feature and expect them to walk away understanding how those features will make their lives easier or save them money or make them money.
Today's consumers are so savvy that even benefit-focused headlines are not getting through. Clayton Makepeace recommends that your focus on reader skepticism instead of benefit statements.
Consumers have never been morons. Each and every buyer has a need; they wouldn't be shopping if they didn't. Marketing staff need to do a better job of addressing the need, satisfying skeptics, and differentiating themselves in order to succeed in today's tough & evolving economy.
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