“This is Dineh Mohajer, founder of Hard Candy, a cosmetics company with more than $10 million a year in sales. She knows what young women who love nail polish want because she is a young woman who loves nail polish.” That’s just one of the many great examples in Seth Godin’s marketing classic, Purple Cow: Transform Your Business by Being Remarkable.
This reminds us of how important it is to not discount the great RESEARCH value of being your own customer as well as listening to what your customers have to say. The customer IS the answer to EVERY marketing question in some way. If that sounds a little too simplistic or a little too much like “winging it” or like you’re gambling on instinct, just think about your own experiences as a customer and of how much you wish THEY would ask YOU what you think or what you want.
The “expert” is the one who is writing the check, as far as I’m concerned.
If you want to know what to expect on the road ahead, ask someone who has just come back.” – Chinese Proverb
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