Why is there no place for arrogance in marketing?

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The internet is made up of a billion conversations, and these conversations are driven by people. People from different cultures, backgrounds, and different ways of looking at life allow them to make sense of their world.

As marketers, I believe it's our responsibility to influence this culture and make change happen, which is beneficial for them. Not only is it ethical, but that is what a marketer signs up for.

The people we serve have a storyline in their minds, and we need to make sure our product and our brand fit into this culture and this storyline so that we have the best chance of helping them.

This view in itself implies certain things. We cannot market to everybody because everyone is not part of the same culture, so the people we serve need to be very niche. I guess that's where the concept of an ideal buyer persona comes in as well.

It also means that as our target audience changes, our marketing strategy needs to change drastically as well.

And most importantly, we need to be market-driven even to consider how we want to move ahead with influencing that culture change.

Being market-driven means knowing who our consumers are, what they feel, what they think, why they want to buy our product, and if it makes their lives better. And then designing and positioning our product and marketing in a way that takes into consideration all of these aspects.

What does this tell us? That it's all about the people we serve, and they are the foundation of anything that we do.

Moreover, the people we serve will most probably be different from us, will have different values and priorities, and will have a very different storyline and way of looking at life from us.

Assuming that they would buy something because we would if marketed this way is the biggest mistake any marketer can make. Their irrational forces for making decisions are way different than ours, and this makes empathy, I believe, the most important trait of any marketer.

It doesn't leave any place for arrogance. It is arrogant to think that you know what someone would do until and unless you really know them. And knowing them should always be the first step for any marketing strategy. That's how it is, and I really believe it works.

Strategies don't work. Tactics don't work. Fancy words don't work.

Knowing who you serve, empathising with them, and letting them know that you can solve their very specific problem. That is what works. But then again, I'm figuring it out myself, but I know the foundation should be strong. That's what marketing is.

No room for arrogance in this business.

(Originally written on 25 Dec 2021)

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