…. created a Facebook profile yet.
There’s someone who is completely confused by “@” and “#” symbols next to otherwise normal names and words.
There’s someone who doesn’t know that traditional advertising is dying.
There’s someone who’s never heard of Seth Godin.
There’s someone who only uses their cell phone to make phone calls.
There’s someone who doesn’t own a cell phone.
There’s someone who thinks it’s hard to accept credit cards.
There’s someone who thinks building a website costs at least $25k.
There’s someone who’s never used email.
There’s someone who doesn’t know about Local Search.
There’s someone who gets confused when you say “just Google it.”
There’s someone who’s never spent a single penny online.
There’s someone who thinks car window decals are a good way to build awareness for your website.
There’s someone who’s never read a blog post.
There’s someone who has a stack of great idea and not the first clue as to how to share them.
There’s someone who doesn’t know what the hell you talk about most of the time.
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I’ve got a neighbor who runs his own business and doesn’t own a computer. It amazes me.
Here’s the point: The phrase “there’s someone” above should actually be replaced with “there are lots of people.” It’s easy to forget that what we (marketers) do isn’t common sense to a lot of other people. It’s easy to sell ourselves short. But the fact is the world is filled with people not necessarily needing the one and only marketing expert, but rather just an available marketing expert.
That’s who you are for someone (a.k.a. “lots of people”). Go find them.
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I think marketers tend to talk over heads most normal entrepreneurs. And the more we’re in marketing, the easier it is to get out of touch. For example, some common advice from a marketer might be to “engage the customer.” And the business owner is thinking, “What the heck does that mean? Do I need to give them some sort of ring?” A good reminder that we need to think like a customer things.
Good thoughts, Brett.
I love that you included “There’s someone who thinks it’s hard to accept credit cards.” It is indeed very easy to accept credit cards since, dare I type it…”PayPal.” However, it is also very easy for “experts” in credit card processing, and in marketing (and a whole list of *others*) to take advantage of the Someones who are still in the dark. This is why we have to find new ways to use our skills not only to educate, but build trust. Great post!
Good reminder here Brett. Often times we get caught up in trying to prove how “smart” we are by throwing around fancy 2010 internet marketing terms and strategies. Sometimes really spelling things out like:
Action X + Aciton Y = ROI and here’s an example…
Is what people need to hear. Thanks to Amy Fitch for tweeting me this post! Have a great weekend.
Jay – reminds me of what the Heath brothers call “The Curse of Knowledge” in their book Made to Stick. The more you know about a topic, the harder it seems to be to effectively communicate and share that knowledge with those who are several levels behind. And yes, I hate all that blow-hard marketing speak, like engage customers and brand awareness and brand equity (hopefully that doesn’t offend a serial brander like yourself; I love what the phrases stand for – I just hate how the phrases are thrown around so much).
Amy – So glad to be interacting in so many places here recently. You’re so right about using PayPal. I actually brought up using it at my big fat corporate job recently for a simple project that needed to get off the ground quickly, and people looked at me like I was crazy. Educating and building trust …. So here’s the question: Can we really educate before trust is built? Hmmm ….
Matt – I think we sometimes think we’re actually not allowed to be simple. Like we think the client might think we’re stupid for keeping it simple. In reality, they just want to do something that works. Oh, and nice assist by Amy to get you over here. Hope to keep hearing from you.
Terrific post Brett. It’s something we always forget, is that our experience or world view doesn’t necessarily represent wider society. This post should be printed on put on the way so we see it every day.
Steve.
Steve – the printing is flattering. Gracias.
The whole worldview thing is a tough nut to crack. I know it’s true, but I find myself all the time thinking “Well, I wouldn’t do it that way,” when I don’t represent the customer.