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3 Top Key Ideas (31 total)
Marketers may fall into the trap that they think they want to sell to everyone. If Coke and Nike sell to everyone, they think they should sell to everyone.
But you cant. You don't have the time and enough money. So that is good news because now you can be specific. You can say it is for these people but not for those people.
We may know how to make things but making things are not the hard part. What is hard is figuring out what people want and how to earn trust and attention.
You don't get to decide what's important to other people. When you show up, you have to deal with their world views, their biases, their fears.
As marketers, we have to see what one type of person in a certain setting buying our product will be reminded of.
For example, if you're at a baseball game, someone can probably sell you a stale hot dog because it reminds you of going to the ballgame with your grandpa. But in a business setting, you would never buy it.
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