A to Z of Marketing - N: Not Me

N is for "Not Me."

As in ... "My Audience is Not Me."

Memorize this simple sentence. In fact, write it on a sticky note and post it on your bathroom mirror.

In my work as a marketing consultant, one of the most common mistakes that I observe is the tendency, especially by small business owners, to assume that one's audience is similar or the same as oneself. In psychology, this is known as an attribution error, which I covered many moons ago. But the lesson is worth revisiting.

Client is a big fan of Classic Rock.
Client believes that customers certainly must love classic rock, too.
Client thinks he should advertise on Classic Rock radio station.

Is this tactic good or bad? Truly, who knows until we examine some data, do some research.

How to proceed? First, get dialed in on your core customer profile. More female or male? How old? What household income level? What type of employment? Kids or empty nest? Where do they live? What do they do for fun? Where do they vacation? What do they drive? Where do they shop? And which media do they tend to consume or favor?

Once you've gained a clear, concrete understanding of your most important customer segments. Then, check the station's demographic index on Scarborough, or similar, reputable media evaluation tool. Is there a match? Does it fit? How well does it fit with your core customer(s)?

Once you know these answers, you'll know if the Classic Rock or the Classical station would be the better medium for reaching your audience.