Do You Make This Mistake in Your Marketing?

by Adam Kreitman

Well I never click on those.

That’s a fairly common reaction I get when describing Google AdWords to people. (Just an aside for those who aren’t familiar with AdWords. AdWords ads are the “sponsored” results located primarily on the right side of the screen when you perform a search in Google. You can learn more about AdWords here.).

It’s the same reaction people have to direct mail and how they put theirs straight into the circular file.

Come to think of it, I don’t think I’ve ever met someone who’s admitted to either opening their “junk mail” or clicking on AdWords ads!

But here’s the thing:

A lot of people do open their “junk” mail and buy the stuff being advertised. Billions of dollars a year of it.

A lot of people do click on AdWords ads. And these clicks are making AdWords advertisers a lot of S.W.I.S.S. Money.

The mistake comes when you make marketing decisions for your business based on your behavior and not your target market’s behavior. Just because you don’t open, click, buy, or care doesn’t mean your prospects and customers don’t.

Remember, it’s not about you – the business owner, it’s About You – your customer.

Keep that in mind, and you’re on your way to building a successful marketing campaign whether it’s online or off.

Related posts:

  1. How Will Google Instant Affect AdWords Performance?
  2. Google Local Search Update: Lowly PPC Guy Gets A Big Slap And An Important Reminder
  3. Are Costs Per Click Getting Too High?
  4. Google Ads That Can Stalk Your Prospects Online
  5. Can You Read 100 Blogs in Less Than an Hour?

{ 4 comments… read them below or add one }

1 Jason Rakowski May 15, 2008 at 9:16 PM

Good Layout and design. I like your blog. I just added your RSS feed to my Google News Reader. .

Jason Rakowski

2 Chris Tackett May 15, 2008 at 9:37 PM

Been reading for a while now. Just wanted to say good job.

Chris Tackett

3 Jeremy Nulik May 20, 2008 at 2:40 AM

I get this a lot with the paper. People always tell me that they don’t have time to read or look at articles, but do they know what everybody else does. This was a great perspective, though. I enjoy how you put me on the couch. I think that I do bring a lot of my prejudices or judgements into business decisions that are based on my personal experiences and tastes. It is not as though I try to be self-centered, but I know that in some ways I am making assumptions about my readers that I really don’t know. What are the best ways that are out there that you like to engage your target audience? How do you know what kinds of behaviors they have?
- Jeremy

4 Adam Kreitman May 23, 2008 at 5:14 PM

I appreciate the vote of confidence, Chris and Jason. Thanks and welcome!

Jeremy, you’ve inspired a few more blog posts to answer your questions. My quick answers are:

1. Serve a group you’re already a member of. There’s no better way to really get inside the head of a market than being part of that market yourself.

2. Survey your target audience – online or off.

3. Be genuinely curious about other people. Observe them. Find out what makes them tick.

4. Research your market on the internet. There’s a wealth of information out there on blogs, message boards and other websites. Use these resources to your advantage.

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