Marketing Messages: Who has to ‘Get it’
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 CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More