The Brain and the Bear
Why knowing your audience is the most essential part of your marketing
“Always enter the conversation that is already happening in your customer’s head.” — Eugene Schwartz
You can’t sell the best BBQ in the world to a vegetarian.
I have that written and taped under my monitor as a reminder that no matter how great my product is if I do not understand who I am marketing to, nothing in the world can help me be successful.
Honestly, it is one of my least favorite parts of starting a marketing campaign.
I want to get my products and brands out there. I want to test tactics and develop the creative. But it will all be wasted without the fundamental step of understanding my audience.
In the book, The Science of Storytelling by Will Storr, he digs into why this is so important on a scientific level.
“The neuroscientist Professor Sarah Gimbel watched what happened when people in brain scanners were presented with evidence their strongly held political beliefs were wrong. ‘The response in the brain that we see is very similar to what would happen if, say, you were walking through the forest and came across a bear,’ she has said.
To reiterate, the response of disagreeing with strongly held beliefs was the same as coming across a potentially deadly predator twice your size.
Make sure you understand your audience; it could mean life or death.
For your product of course.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sell itself”
-Peter F. Drucker
For more tips on marketing strategy and design follow me on Twitter @MentalWeapons or check out https://sleek.bio/max
