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Talk to your audience, not yourself

OPINION

Nobody gives a sh*t about marketing.


I should be more specific.


Nobody that doesn’t work in marketing gives a sh*t about marketing.


As an industry, we’re in an echo chamber.


We think people care about the ‘creativity’ of our marketing.


They don’t. 


We think people care about the ‘witty words’ in our marketing.


They don’t.


We think people care about the ‘daring design’ in our marketing.


They don’t.


They only care about what’s in it for them.


And that’s partially why a lot of marketing doesn’t work. 


Because marketers aren’t talking to their audience.


They’re talking to themselves.


Marketers, marketing to other marketers.


In one big marketing circle jerk.


People ignore marketing when marketing ignores them.


Talk to your audience, not yourself.