Marketing With Authenticity


As the writer, Salman Rushdie once said, “Reality is a question of perspective.”  We all view things with our own perspective based on our experiences. It only makes sense that the most effective marketing campaigns are created with the viewpoint of the target audience.

Before anyone can write good copy, design effective layouts or choose powerful images for their marketing materials, that person must learn the skill of assuming the viewpoint of the target audience. The essence of good marketing is to create want and sell products or services. To do this successfully you must be able to assume the viewpoint of the reader. Customers have very little tolerance for businesses that only promote their goods and services. Instead, they look for those that provide them with authenticity and value. 

You can have the most beautifully designed marketing material, but if it doesn’t take into account the viewpoint of the reader it will be wasted. Surveys tell us that over 70% of clients  leave a business because they perceive an attitude of indifference towards them from the company.

To effectively assume the viewpoint of your audience, you have to forget what you know about your service or product. You have to view your marketing as someone in the general public would view it.  In other words you have to foster a customer-centric approach. A proven method of assuming your audience’s viewpoint is to conduct surveys of your current clients.  If this is something you would rather not handle yourself, hiring a marketing company to create a survey and conduct it on your behalf is a good choice. Another way to learn your audience is to review and evaluate your online reviews. 

By assuming the viewpoint of your audience you show respect by acknowledging they are unique. Making your content and design unique will differentiate you and connect you to your future clients.  In turn, you will gain their trust.

The more you know about your customers the better you can design and deliver a marketing message that resonates with them.  An important component of being mindful with your marketing is also knowing what type of marketing channel will be most effective for your target audience.  For example, if you are trying to reach people 50 and over, print marketing and Facebook are good channels.  If you are looking for a younger demographic, then Instagram and SnapChat are good choices.  In general, video marketing appeals to all ages and can be presented in templates that work for specific demographics. 

Taking the time to understand your client’s viewpoint will differentiate you from the competition and create client loyalty and trust. Your efforts will be recognized and appreciated!


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