From Marianna Modenova's blog
Part 1: Last winter, I got an MBA in Marketing. It means I learnt everything and even more than is taught about marketing within the full business administration degree.
The first thing we were told: everything you think you know as a marketer about the company’s clients does not mean anything. Leave your assumptions and do your research, gather as much data as you can, talk to the existing clients and target audiences. Do not assume! You won’t guess anyway and will end up doing messy, ineffective marketing.
Having practised marketing, sales and communications for almost 10 years now I can’t agree more. It is just good and refreshing to hear that once again from a renowned professor. Thank you, prof. Mark Ritson.
Part 2: A couple of months ago, I had to attach a new mirror to the wall. I had a handyman coming over to hang it properly (not for that only reason, but why not use a specialist).
My husband was away at that moment, so I had to check myself and find the optimal height for the mirror, bearing in mind I am the shortest member of the family.
The handyman leaned the mirror against the wall. It was only the upper half of me in it, so, I presumed, my husband should be able to see himself properly as I had so much space above my head.
To make the “measurement” more accurate, I put my hands up, trying to imagine how a taller man would see himself in that mirror. Looked good to me, and the mirror was attached.
My husband came back in an hour, saw the mirror… and only half of his face in it. The mirror was attached too low, and he still needs to crouch down to check his hair. And all that happened because I only assumed, relying on my own visual angle, that a taller man would be fine looking in that mirror.
I measured from my height, dismissing the fact that I wouldn’t be able to judge what the person with a much higher eye level would see, even if I were to jump and put my hands up.
Can you see where I am going with it?
My husband won’t be looking for a new corridor to have another mirror, but your clients may very well do if you don’t offer them what THEY need. Unless you do proper research, ask a couple of dozen (better more) people “what they see on their eye level”, you won’t be able to tailor your offer, much less wrap it in the right marketing strategy and action plan.
This also works in personal communication. We often assume we know the thoughts and feelings of other people, build our expectations on that and get frustrated when they are not met.
It is important to remember that everyone has their own “height” and unless we start talking and asking, and properly observe, we won’t be able to offer solutions that our clients need as well as build communication, based on their genuine demands, pain points, aspirations and wishes… you can get this list going.
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