I learnt this at school and never forgot it.
When you assume you make an ass out of u and me.
It’s just as true in business and marketing.
So many times a piece of marketing and the assumptions are obvious. And very often wrong.
Have a look at this shopping centre ad. The photo is not great because I took it discretely from a distance.
This big assumption it makes is you know who youi are and what they do.
Sure it’s kind of there below. But remember you get a few seconds before this disappears and the next ad comes on.
Oh and don’t forget people are shopping and have kids and all sorts of other distractions going on. They aren’t waiting to view your ad. They aren’t going to try and work it out.
You have to be really clear.
A better ad would say something like ‘Paying too much for insurance’.
At least it would get people to nod their heads and pay attention.
If they pay enough attention they may consider youi as an option and get a quote.
You can never be too clear.
Especially when people are passing your ad in a trance like state as they do in shopping centres.
What assumptions is your marketing making?
I guarantee it does.
Time to remove as many as you possibly can and watch the response rate soar.
