Every once in a while I hear someone make a comment about their customers like: “They just don’t get it.” Or, “what they don’t understand is…” The truth is, with any audience, when you hear yourself saying these words warning bells should start going off inside your head. Chances are, it’s not them, it’s you that doesn’t “get it.”
As I work with clients, or speak with prospective clients, it’s not uncommon for them to lament that their target audience just “doesn’t understand the value” of their products or services. That certainly can be a valid communication opportunity. But, in my mind, the opportunity doesn’t lie in trying to come up with new and ever-more-creative ways to spin your messages to that audience. Instead, the real opportunity lies in Continue reading “Do you think your customers just “don’t get it”?”