January 08, 2014
Think Like a Customer, Not Like a Marketer
were performing better than those headed, "MyPlate Products." And this was my thought:
Marketers: Please do not use the word products in your marketing materials. When I head to the store, I don't think, "Oh, I can't wait to go buy some products." People don't buy products. The don't buy services. They buy the thing they need. I need a massage. I need some cold medicine. I need a poster for my classroom about MyPlate. To market effectively, we need to describe to people exactly what we have available, and to leave the marketing jargon in the office.
So, I think I am going to include some even more narrowly targeted ads: MyPlate Posters, MyPlate Stickers. Because the customer is always right.