Being Objective While Listening

September 8, 2010 No Comments

Figuring out what to market can be an emotional experience.

There is no getting around that fact.

Since marketing is what drives sales and attracts a businesses ideal customers, it is important on every sense. At the same time, letting our emotions get the best of us can end up hindering a campaign.

Thus, objectivity could be the difference between a good marketing strategy and a great one.

Some things to consider:

Will the strategy waste money or resources?

Is it targeted enough?

Does it fit with the brand sensibility?

Does it even make sense?

Is it positive and true?

Yes, each of these listed above can be emotional. But, being clinical, to build the foundation for a direction is essential. We’ve heard of campaigns and programs that have lost their way out of the gate because the decisions made were too “emotional” and the expectations were unrealistic.

Part of reason those types of campaigns don’t fare well is often because the client is too close to it all. It’s their business, so it stands to reason that they would be emotional about decisions made. An advertiser who can take a step back and be objective often sets themselves up better because it gets in to the “science” of making business decisions.

Once a strong foundation is in place, then emotions can be added to create a memory that looks, feels and sounds beautiful.

Once that happens, success often happens. Not just for the business owner, but also for employees, customers and the community.

Tags: , , , , Bamboo River Marketing News and Advice

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