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Ch. 5 How to find the sweet spot, To learn to be a bullfighter you must…
Ch. 5 How to find the sweet spot
PRINCIPLE 3 The first step toward success is putting yourself in your customer's shoes.
Think the way they think, feel the way they feel, know what matters to them, what makes them happy, and what they worry about
see the world through their eyes
you're after more than an outline and data
after the color and texture or the insight
Problems that will come up for you to find insights
you won't have much time in your busy schedule
You will be selling to people who live in what seems to be worlds away from you
we tend to distance ourselves from people unlike ourselves.
physically and psycologically
we feel we don't belong or uncomfortable
we tend to rely on stereotypes or oversimplifications
example, marketing to older people, young advertisers think of them as slow and frail
in reality they see themselves as wise
The solution?
Immerse yourself in the people you're marketing to
study them from every angle.
Like an actor taking on a part you have to take on the part of your consumers the way an actor takes on the personality of the character he or she is to play.
see how robert deniro does it or meryl streep
We often try to repeat our marketing successes, it's a natural instinct, but we end up like Jennifer anniston- playing the same role
You have to get out there with them, in the places they live, work shop and play
you can't learn enough from reading marketing research, you must immerse
Learn to read yourself first
To learn to be a bullfighter you must first learn how to be a bull
