So, who is that guy?
He or she, is the person who doesn’t ‘get’ what you’re saying. They can’t see the value. They can’t see your point. They frustrate you with questions that show zero understanding of your message.
Why that guy is different
Here’s what makes that guy different, from a prospective client or customer who needs clarification:
That guy is not in the market for whatever you are offering. Their questions come when there’s nothing wrong with the value you provide or the way you explain your value. The problem occurs because that guy is the wrong audience for what you have to say, but they haven’t figured that out.
They’re puzzled. They’re confused. And even though they will never be in the market for what you provide, they feel the need to ask you a series of confusing, frustrating, irrelevant questions.
I found that guy on a blog today
I was prompted to write this, after reading a series of comments left on a blog post. The blogger wrote a compelling, well reasoned piece on the value of building a community. The commenter totally missed the point. He asked the blogger to explain things, which were crystal clear.
The commenter was totally baffled, regardless of how hard the blogger tried to explain her point. He was a fish out of water — the wrong audience for the blogger’s message, yet he insisted on asking half a dozen frustrating, off-topic questions.
So, how can that guy ruin your marketing?
To avoid questions from that guy, there’s a temptation to dumb down your marketing, so as to address every possible misunderstanding. This fails you on 2 counts:
- By dumbing down your marketing in anticipation of that guy, answering every potential question in advance, you end up with vague, over-long copy. This massively reduces the power of your marketing message. Brevity sells.
- By dumbing down your marketing, you write for that guy and NOT your prospective clients or customers. This is the exact opposite of what marketing is about.
Whether you write the marketing content for your company, are a blogger or a newsletter provider, resist the temptation to write for that guy. Write for your target market. Always.
Clarity is the key
The most effective marketing, is marketing that inspires people to take action. It compels them to buy from you, visit you, hire you, call you or email you. This can only be achieved when you write with clarity, for your ideal profile of client or customer.
Trying to anticipate and answer every misunderstanding, in advance, which that guy comes up with, will detract from your message. It will destroy your marketing. It may also drive you a little crazy.