Marketing Messages: Who has to 'Get it'

Ian Lurie

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
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

Start call to action

See how Portent can help you own your piece of the web.

End call to action
0
Close search overlay