Bad Advertising and Bad Marketing Are Simplistic And It’s Lazy

<p><span style="font-weight: 400;">The difference in results of your marketing is around the willingness to do deep thinking about your customer. To not be lazy, to not be sloppy, and above everything else not be guilty of Lazy Marketing.</span></p> <p><strong>Podcast Transcript</strong></p> <p><span style="font-weight: 400;">Here’s an example. You take two people.</span></p> <p><span style="font-weight: 400;">They each make $300,000 a year. They each live in $1 million houses.</span></p> <p><span style="font-weight: 400;">So demographically they’re affluent.</span></p> <p><span style="font-weight: 400;">Now we’re going to market to them.</span></p> <p><span style="font-weight: 400;">One of them travels incessantly. Five days a week on the road. Which they now hate. He’s overweight, unhealthy, eating bad food in airports, his relationship is in trouble.</span></p> <p><span style="font-weight: 400;">The other one works from home, he loves it.</span></p> <p><span style="font-weight: 400;">His desk looks out his window at his park across the road. He takes time off every day to take his dog for a walk. His marriage is in good shape.</span></p> <p><span style="font-weight: 400;">Now - Do they feel equally affluent?</span></p> <p><span style="font-weight: 400;">Demographically they’re affluent but we don’t want to be marketing to them the same way.</span></p> <p><span style="font-weight: 400;">We’re going to fail with one.</span></p> <p><span style="font-weight: 400;">Odds are we’re going to fail with both.</span></p> <p><span style="font-weight: 400;">Bad advertising, bad marketing is simplistic and it’s lazy.</span></p> <p><span style="font-weight: 400;">It always tries to lump too broad of a spectrum of people into one group and then to talk to them in a mass advertising mass marketing kind of way.</span></p> <p><span style="font-weight: 400;">So, there’s not that many differences in structure in how you market to the affluent. In a broad sense there’s not much difference in what they want and what they don’t want