Ian Lurie // Aug 7 2005
A friend/client last week told me that they felt their marketing campaign hadn’t worked because their audience just didn’t ‘get it’. She said this in a tone of total frustration. Clearly, she felt her potential customers needed to get with the program.
We’ve all felt this way. I often catch myself grinding my teeth when someone gets completely the wrong idea from a campaign that took me weeks to create.
But remember: When it comes to messaging, the customer who gets it wrong is always right. Always remember: Marketing messages are not created for you, the marketer. They’re created for the consumer of your services. If they don’t get it, they’re right, and you need to try again.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More