In a post titled “Your Ad is Not For You“, Seth writes:
stop advertising to yourself. You’re already sold. You’re not the target market.
I would also suggest that this applies to; marketing, brand development, logo design, tagline writing AND specific campaigns/initiatives withing advertising, marketing and branding.
Very seldom is a business owner their own target market, yet it’s an all too common story in the agency businesses to hear, “… let’s change that, I don’t like it…. It doesn’t really fit me.”
Instead of zeroing in on what moves you, shift your paradigm and put yourself into the shoes of your ideal target audience…. Better yet, go out and actually ask them questions that will help focus your ad, marketing and brand efforts!