January 08, 2014

Think Like a Customer, Not Like a Marketer

Woman buying clothing in store from clerk
Yesterday I was taking a look at some of the Google ads we are running, including one that had originally been drafted by someone on the marketing team. Not to call anyone out specifically or anything, because I see this all over the place, but I noticed he had used the word "products" in the ad heading. I also noticed that the ads headed "MyPlate Education" that I had been experimenting with
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.

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