It Doesn’t Matter What You Would Do — What Would Your Customer Do?
Results-killing statements like those below are being uttered in marketing departments and advertising agencies throughout the land at this very moment:
“I would never go for that offer.”
“That headline really speaks to me.”
“Of the five ads we created, we liked this one the best!”
Who the Heck Cares What You Think?
Us marketers, we’re pretty darn smart, thank you very much. So we place a high value on our opinions.
But here’s the fundamental flaw in that logic: We’re not the customer.
So who the heck cares if I would click on that email or you would fill out the form on that landing page? The real question is — what would the customer do?
Which is why there are two fundamental flaws with the statements I opened this article with:
- They’re in the first person
- They're declarative statements
We need to change our perspective and ask questions about the customer instead of making statements about our opinions. We need to form hypotheses. Change those original statements so that:
- They’re in the third person
- They're questions
“Would they go for this offer?”
“Does that headline really speak to them?”
“Of the five ads we created, which will they respond to the best?”
The First Step to Marketing Results Is Customer Intimacy
The more openly we admit the fundamental disconnect we will always have with “the other” — in this case, our customers — the more we can work to close that gap to understand the other party in any relationship better.
This is true of your relationship with your parents, your spouse, your kids, and your neighbor.
And it is especially true of your knowledge of your customer.
So next time you find yourself making bold proclamations about what you would do in response to a piece of marketing, or hear someone else in a meeting do it:
- Stop the conversation
- Remind everyone that the customer is not in the room
- Work towards formulating a hypothesis about customer response
- Test it and see what you learn
To optimize results, increase customer intimacy and improve your A/B testing program, download the free Conversion Optimization Reports & Testing Tools Bundle.
Related story: Not Talking to Your Customers? Then CX Is Awful
Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.