I heard a business owner earlier, saying his customers were too stupid to understand how great his offers are.
He was wrong
Here’s the thing: When a prospective customer does not understand a marketing message, the focus should be on building a better message. Writing people off as stupid is where the real stupidity comes in. It also shifts the focus away from the business owner (who can fix the issue) to the prospective customer (who can’t).
A more useful alternative
- Try being clearer. Cut the fluff from your message. Get to the point. Embrace brevity.
- Try testing a new message on a selection of prospective customers, before you go live with it. Get feedback on what they believe you are trying to say. If they get it, others are more likely too also.
- Try explaining things using more forms of media. For example, if it was originally a written message, add video, images, graphs or audio.
Giving up and accusing people of being stupid, when it’s a message we created that’s causing the problem, fails the customer and fails us.
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