As the saying goes assumptions make an ass out of u and me.
But they are everywhere.
Especially in marketing.
Just today I saw a post about a new billboard campaign for a brand.
They sell a gluten free alcoholic drink.
Naturally they are excited.
But the campaign contains some critical assumptions.
Firstly, everyone who sees the words gut feel will immediately understand this is an an ad for gluten free.
They won’t.
Bear in mind how little attention we pay to billboards as we pass them by.
Second you can’t easily tell what the brand is or what the product is.
What an awful waste of money.
What a shame.
Rule one of billboards is very few words but make them count.
In this case assumptions will kill an expensive campaign.
So let me ask you.
What assumptions are you making in your marketing and ads?
I know they are there.
The question is do you check for them?
Can you spot them?
Avoid assumptions and you will make better ads.