You are Not Your Customer

Why pay someone else to create your advertising? The most obvious reason is you have your business to run. The most important reason, though, is you are not your customer. Whoa, a powerful truth: You Are Not Your Customer.

There's a trusted technique to get a new client on the air. Write the first commercial so it is all about them, their friends, family, daily life. The idea is that they are so taken with how the commercial really reflects their life, habits, circle of friends; that they have to play it for their colleagues at work, the friends they meet after work, their family at home - so that finally they are compelled to put it on the radio. (This works, but is counter-productive in the long run).

But while a commercial must be relatable to be successful, this technique of making the commercial about the business owner (or ad decision maker) is a short term solution. Why? Because the business owner is not their business customer. Successful commercials must be about the customers for that business, not the owner of the business or the owner's idea of who their customers are.

The biggest obstacle between wildly successful advertising the what passes for advertising today? Owners who think their customers are like them. You are not your customer, so step back, let the advertising get creative, and bask in the results that mean you do more business.