There’s a lot of data you can print out on an excel sheet about a target. There’s plenty of data you can research online. Plenty you can read about at the public library.
What lends power to the accessible data is the less accessible data.
Why is this person part of this tribe? What are they struggling with? How do they want to feel? What are they trying to change (or feel good about not changing, which is more often the case)?
While it helps to converse with enough of the target to learn these variables, I don’t think it’s necessary. In fact, it sometimes removes you from the emotional connection you gleam from having an objective and removed perspective.
Key insights can be attained from a room full of those who are willing to see past their own world views and sink their teeth into the culture of a tribe they’re not part of.
When you look at a tribe rather than an individual, you’re able to remain a step removed and see trends. After all, as marketers, you’re rarely trying to understand just one person, nor are any two people exactly the same even if they are part of the same tribe.
Once you understand why a tribe exists, you can begin to give to them what will resonate.
Stay Positive & “Give” Is The Key Word There, Not “Market To”
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