Drop and give me 20

You know you do it. I’m guilty of it, too. We all slip at some point. In the day-to-day effort to set our business apart and grow profit, we tend to forget about that person on the other end — our customer.

In the realm of marketing, customers usually get lumped and categorized and generalized. We throw this customer in the 32-40 year old group. This one gets put in the 75-100K income bracket. This group spends X amount eating out every week and will travel X miles for entertainment. And so on and so forth until our customer becomes a meaningless pile of data.

Well, it’s not totally meaningless. I don’t want you to toss out all that customer data. It can be useful, just realize that it’s only half the story. It can help us define our customer, but it can’t help us to get to know our customer.

When we lose sight of the person on the other end, our marketing efforts stall. And as a result, our business stagnates. The next time you feel like you don’t know your customer, I want you to stop.


And give me 20.

Take 20 minutes to consider the part of the customer that data isn’t revealing. Remind yourself that they’re not some cold statistic. They’re grandmothers, sons and daughters. They have passions, fears and hopes. They’re your best friend from college, the family that lives down the street, your boss or your coworker. They remember their first concert, their first crush, and the last time they saw a really great movie.

And they’ll remember a really great brand if you give them a reason to.

It doesn’t matter what kind of marketing you’re doing — B2B, B2C, B2Whatever — in the end you’re talking to a person. Don’t ever forget that. At its core, that’s what marketing is all about.

Question is, though, what do you want to say?

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William Musial
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