What do Baby Showers Have in Common with Marketing? | Fix Your Broken Marketing

: Image by clevercupcakes via Flickr

A long time ago (the baby girl is now a teenager), I went to a friend’s baby shower. Her other friends got her lots of lacy dresses, a bassinet full of bows, plenty of frills all around.

I, on the other hand, got her something completely different. It was a sporty outfit from The Gap. I think it may have come with baby-sized sunglasses.

Why? Because I knew my “customer.” My friend just wasn’t a ruffles and lace kinda gal. She hated all those frills.

Her other friends got her what they liked. I got her something she would like.

It’s OK to do what you like if your audience is just like you (for example, you’re a geek marketing to other geeks). However, if you’re a geek marketing to lawyers, you’ll need to understand what lawyers want and need. You’ll have to learn to speak a bit of legalese, and watch your use of tech speak. You may be excited about new server software. The lawyer just wants to know that her network will stop crashing. Sell the software as a solution to the crashing, not as super-cool new software with redundant backups and offsite mirroring.

See the difference?

Develop a profile of your ideal customer. Know what they want, and give it to them. They’ll love you for it. They’ll stay longer too.

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