Do You Make This HUGE Costly Mistake In Your Marketing?

Do You Make This HUGE Costly Mistake In Your Marketing?

Most marketing is not effective for several reasons, but one of the biggest underlying reasons is the foundation that people try to market upon.

Let me explain.

 Most marketing is cursed with the ‘curse of knowledge.  Now I wish I could take responsibility for coming up with this saying because I think it is a really cool concept, but I think I read it in a book¦dont recall right now which book¦maybe it was ‘Made to Stick, but dont quote me on that¦anyway, the concept is this: If you are hearing a song in your head¦.lets say it is ‘Twinkle Twinkle Little Star and you try to tap your finger on the table to the tune of Twinkle Twinkle and try to have someone listen to you tapping the tune on the table and they have to guess what the song is that you are tapping then you will be shocked at how they can not figure out what it is you are tapping!

They will get frustrated trying to figure it out and you will get frustrated and try to tap the song harder, but the communication never occurs. The curse of knowledge is that you are hearing the song in your head and trying to convey it via tapping and to you it seems insane that they cant figure it out, but to them you are coming across like Jack Nicholson in ‘One Flew Over the Coo-Coos Nest.

The dis-connect and miscommuncation is because of the reality that is based on YOUR OWN knowledge. You know the song but they dont at this point and you are trying to convey the knowledge by tapping which seems really easy and simple to you because once again you can hear the song in your head, but your prospect cant hear the song¦they dont have the knowledge that you have.

BUT, the marketing needs to be targeted based on the reality that is in YOUR PROSPECTS head because this is their knowledge. And remember¦their reality does not mean it is the truth¦it could just be their perception, but it IS their reality until your marketing overcomes their perception.

 So the truth is there are literally 2 realities. Most marketer expect to use their own reality and impose it onto the prospects. This NEVER works. Just like tapping your finger to Twinkle Twinkle or the Star Spangled Banner and expecting someone to guess what the song is just by hearing you Tap out the tune (Try this simple exercise and it will amaze you¦But dont cheat and hum the song! )

When you market to the reality in your head you will explain, justify, etc all based on truth and end up with ZERO results.

Heres another Two Realities Of Marketing Analogy¦if you are married you will know what Im about to say is pure unadulterated truth.  Lets say you and your spouse have an arguement. You know what REALLY happened and then you hear what your spouse thinks what happened¦and you quickly realize that one of you were not at the same event!

So in summary, you must strip yourself of the ‘curse of knowledge and position your marketing to speak to the prospects knowledge and reality and move them along the conveyor belt of decesions to arrive at the only logical conclusion which is to obtain your services and or product!