And not simply "who" they are, but more importantly, where they are, where they've been and what's on their minds. Here's a great example from Before&After Magazine:
Try to decide which of two ads on craigslist actually sold a vehicle. Start at the first link below for a comparison of the ads. And read the comments. It will help you understand what typically happens during internal marketing meetings:
Then go to the following link to see which ad worked:
So, how did you do?
Back in the early 90s, when I owned my medical device company, I totally got this wrong. I spent a hell of a lot of money on ads, brochures, and direct mail (there was no World Wide Web) strategically conveying an emotional point of view; one that emphasized patient care above all else. Because that's how I felt!
After I had learned my lesson (the hard way), I shifted to a feelings point of view (their feelings); one that emphasized - in a creative, yet no nonsense way - the unique value that our device added to the lives of the various constituents in the healthcare continuum; e.g. physicians, nurses, home health care providers, insurers, government agencies, facility administrators, patients, etc.
Please don't make the same mistake that I made. I was lucky. I had the influence and resources necessary to change direction. You may not be able to afford it.
Posted May 13, 2009
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