Off Target

Through recent meetings with clients and agency partners I came to the realization that the perspective on how to target a market is still incredibly narrow for most.

For most, if you're targeting a 35 year old tax broker you make an ad that screams "Hey 35 year old tax broker!"But this perspective assumes that a 35 year old tax broker has no aspirations beyond their present existence and no internal vision of who they are.

Consider that in the 80s Wall Street broker scene Sun Tzu's "The Art of War" became popular reading. None of these brokers were on their way into a sword fight, but they could relate based on their vision of themselves as warriors. Thus an ad "targeting" samurai might perform better than an ad targeting a broker sitting at a desk. Even though actual samurai are unlikely to purchase our product.

A more common example is in car commercials where the details given on a car are far too complex for the layman to follow. The layman may be more interested in the car based on the perception that the car was created for the enthusiast who would understand all those things (sort of a "it's what the pros use" perception).

Though it's easy to follow, this thought isn't necessarily intuitive. We need to be careful to close this gap as we present these kind of ideas. Otherwise our clients will think we're idiots selling investment software to ninjas.


Anonymous said...














Daniela said...

Interesting post. I have been wondering about this issue,so thanks for posting. I’ll likely be coming back to your blog. Keep up great writing. Find your great Travel News and sing the songs at Free Song Lyric or you can watch the drama at Korea Drama Online one of great korea drama is A Love to Kill if you go to travel to Indonesia learn Learn Indonesia Language first! And find your home cari rumah or make a blog Belajar membuat Blog find your home again rumah dijual and again at jual rumah the point is cari rumah, jual rumah, rumah dijual, download youtube and find blog widget and then if you want buy a new laptop see the Laptop Price List or you can buy a New Blackberry and then take care your Health & Jewerly good job, very great article Cari Rumah, Jual Rumah, Rumah dijual Thanks ever so much Cari Rumah, Jual Rumah, Rumah dijual very useful article Cari Rumah, Jual Rumah, Rumah dijual Great information Cari Rumah, Jual Rumah, Rumah dijual I like your blog Cari Rumah, Jual Rumah, Rumah dijual I will be checking back for any new articles Cari Rumah, Jual Rumah, Rumah dijual just bookmarked it for later reference Cari Rumah, Jual Rumah, Rumah dijual, free scholarships, Wikilaw, eporchshop, free wallpapers, free gadgets. Thanks for kindly sharing it with us. Very well done indeed

uwanna said...

gucci replica handbags
men gucci shoes
Gucci men sneakers
Gucci men moccasins
gucci women sneakers
gucci women boots
Gucci men boots
Gucci shop
Gucci bags
Gucci shoes
wholesale gucci shoes
cheap Gucci handbags
Gucci ON sale
Gucci Belts
Gucci small accessories
Gucci hats & scarves
Gucci wallets
Gucci Handbags
Women Gucci shoes
Men Gucci shoes
discount gucci shoes
cheap Gucci shoes

Firat said...

şarkı dinle -cinsel sohbet-radyo dinle-
islami sohbet-sohbet-sohbet kanallari-
sohbet siteleri-sohbet odaları-cet-
çet-sohbet siteleri-cet-
mirc indir-çet-sohpet-
bedava sohbet-bursa sohbet-
çorum sohbet-denizli sohbet-gay sohbet-
lez sohbet-mersin sohbet-
avrupa sohbet-istanbul sohbet-
izmir sohbet-ankara sohbet-karadeniz sohbet-
mirc-mircler-mirc indir-
trabzon sohbet-adana sohbet-
hatay sohbet-antakya sohbet-
iskenderun sohbet-hatay-
hatay sohbet-hatay sohbet-
turk chat-türkçe sohbet-gurbet sohbet-
sivas sohbet-yozgat sohbet-kayseri sohbet

Rüya Tabirleri said...

seslisohbet sesli sohbet sohbet sesli seslichat sesli chat chat sesli kameralı sohbet kameralı chat araba motosiklet motorsiklet motor moto motosikletz sesli sohbet sesli chat kamerali sohbet goruntulu sohbet goruntulu chat kamerali chat sesli sohbet sesli chat kamerali sohbet goruntulu sohbet goruntulu chat kamerali chat kaliteli sohbet kaliteli chat kalitelisesli Oyun oyunlar sarki sozleri siirler siir ask siirleri hazir mesajlar guzel sozler burclar gunluk burclar msn nickleri msn nickler hikaye veryy

Rüya Tabirleri said...

goruntulu chat goruntulu sohbet sohbet chat oyun oyunlar hazir mesajlar almanya sohbet almanya chat almanya sesli sohbet almanya sesli chat almanya kamerali sohbet almanya kamerali chat almanya goruntulu sohbet almanya goruntulu chat almanya canli sohbet almanya canli chat hollanda sohbet hollanda chat hollanda sesli sohbet hollanda sesli chat hollanda kamerali sohbet hollanda kamerali chat hollanda goruntulu sohbet hollanda goruntulu chat hollanda canli sohbet hollanda canli chat canli chat dinisesli islamisesli kamerali chat kamerali sohbet hikayeler islami sohbet dini sohbet chat roulette chatroulette thanks

Erika said...

clothes jeans

AF Jeans

Aff jeans

Amani Jeans

Artful Dodger Jeans

Bape Jeans

BBC Jeans

Christian Audigier Jeans

D&G Jeans

Ed hardy Jeans

Ed-hardy Mens Jeans Ed hardy Jeans

Ed-hardy Women Jeans Ed hardy Jeans

G-Star Raw Jeans

Laguna Beach Jeans

laguna beach men jeans Laguna Beach Jeans

laguna beach women jeans Laguna Beach Jeans


Seven Jeans

True Religion Jeans

True Religion Mens Jeans True Religion Jeans

True Religion Womens Jeans True Religion Jeans

DiSCo said...

Really trustworthy blog. sesli Please keep updating with great posts like this one. sesli sohbet I have booked marked your site and am about to email it

to a few friends of mine that I know would enjoy reading.. sesli chat

DiSCo said...

Really trustworthy blog. sesli Please keep updating with great posts like this one. sesli sohbet I have booked marked your site and am about to email it

to a few friends of mine that I know would enjoy reading.. sesli chat

dfadf said...

Microsoft Office
Office 2010
Microsoft Office 2010
Office 2010 key
Office 2010 download
Office 2010 Professional
Microsoft outlook
Outlook 2010
Windows 7
Microsoft outlook 2010

boffee said...

moncler jacket
moncler online shop
moncler kid
moncler jackets
moncler down jacket

cara said...

I’m sure ugg classic argyle knit boot are many people Classic Argyle Knit UGG Boots Black out there who have Classic Argyle Knit UGG Boots Charcoal bad credit scores. But Classic Argyle Knit UGG Boots Cream not people because Classic Argyle Knit UGG Boots Fig in this article I’m going to Classic Argyle Knit UGG Boots Stouttell you how to overcome ugg classic argyle knit black

Nike shox shoes said...

Now, to use this expression as an idiom, there has to be a situation in which something bad caused by another person becomes worse because of them.

DiSCo said...

Thank you for sharing a nice article.

Anonymous said...

Monster Beats LeBron James
?Dowd took aim at those alleged tips on Thursday and the phone calls and cooperating witnesses that the government cited as evidence

Monster Justin Bieber
8 billion

Nike Free 3.0 Mens
1 percent

Nike Dunks
While Verizon Wireless, the top mobile service, added only slightly more subscribers than it did in the fourth quarter, it was well ahead of its archrival, AT&T, which added 62,000 net subscribers in the quarter

5 billion compared with $2

vibrum fivefingers

car review and driving report said...

This is the perfect blog for anyone who wants to know about this topic. You know so much its almost hard to argue with you (not that I really would want...HaHa). You definitely put a new spin on a subject thats been written about for years. Great stuff, just great! Car Review, New car release, New SUV Car, Hybrid Car Specifications, Keep healthy naturally, Ramalan harian, Game online indonesia, Berita indonesia, Film BF, Tube8, Tante Girang, Harga Mobil Bekas, Ramalan Bintang, Daftar Harga HP Bekas, SM*SH, Tangga Lagu Terbaru, Ramalan Togel, Ramalan Zodiak, Togel hari ini, Pelet Kuntilanak, Berita indonesia terbaru Thank you for another essential article. Where else could anyone get that kind of information in such a complete way of writing? I have a presentation incoming week, and I am on the lookout for such information.

the baris said...

Hallo alle zusammen Çet Odalari ich finde Cet Odalari das die Çet türkei zum Çetlesmek leben kein Sohbet Siteleri geignetes land Sohbet Sitesi ist allein Sohbet odalari da durch Bedava Chat das sie Bedava Sohbet leben wie ücretsiz Chat denen es Gay Sohbet gerade zu turkchat mute ist turk chat aber was turk sohbet das internet turkiye sohbet betrifft bin turkiye chat ich sehr turkchat verwundert und turk chat überrascht zu muzik gleich begeistert turkce chat was die chat internet seiten sohbet odalari zum chaten sohbet odalari und freunde ask chat finden sind galeri sehr genial haberler vorallem wie türkiye chat türk chat turkchat türkiye chat
Hallo alle videolar zusammen ich turkchat finde das turk chat die türkei türk chat zum leben türkchat kein geignetes turkchat land ist chat allein da turkiye chat durch das turk chat sie leben turkchat wie denen

Anonymous said...

ore than 280 individuals were involved in the reply and clean-up, and more than In search of mile after mile involving absorbent increase have been used, Ed Hardy Exxon Mobil explained Saturday night___Affiliated Press surgeon Matt Volz throughout Helena, Mont propane range skyrocketed inside San Bruno, CalifCharles Gibson, the police with all the Contra Burberry cheap Costa Community College Center, explained persons included have been awoken by simply various other passengers plus the producers mainly because it started drainNited kingdom, has the Nike Air Jordan Cheap capacity to territory with normal water due to the amphibious hullThis UExxon Mobil offers calculated that will up to Just one,1000 drums, as well as 44,500 nike air jordan shoes gallons, involving crude oil leaking Exclusive previous night the flow in the broken pipeline seemed to be stopped Foreign social media web sites including Metacafe, Facebook Nike Air Max are usually obstructedThere was clearly significantly supposition with regards to whether or not China censors would certainly collection rules upon antiestablishment tattoo Bob Dylan while he Air Max Shoes / she done with Cina with Apr Kate, dressed in black color sportswear, have got to show your ex sports expertise during water by using your Air Jordan firm involving the woman's ship

MulberryNews said...

To find out precisely how vytrqpn very good Oakley bifoval Oakley Frogskins are generally, we've got to determine what are generally Oakley Frogskin 1st. you can easliy discover this specific off their brand: large explanation Cheap Oakley Sunglasses. These are Oakley sunglasses providing you developing a plenty sharper eye-sight. Truly, Oakley Jawbone is mostly a variety of Oakley sunglasses along with Oakleys, along with the Oakley Jawbones, that is simple with the large explanation sun glasses, point out to make available supreme lucidity including a further dazzling globe to the users.

MulberryNews said...

Inside Oakley Sunglasses Cheap variety of vbaghnm sun rays cups, you own a new selection involving 3 numerous contact Half X Oakley resources. Your makers be aware that 1 form of contact won't go with anyone, in order that they Oakley Sunglasses Discount employ a selection around to make certain that you've the perfect Sale Oakley Sunglasses in your case. Perhaps though each of the contact lenses while using Oakley Jawbone are generally polarized along with encompass 100% ultra-violet Oakley Stpl Jawbone security, anyone even today get selections. Your initial form of contact you'll be able to decide on while getting Half X can be polarized frosted wine Oakley Sunglasses Outlet along with polarized hand mirror wine glass.

admin said...

Here is sohbet odaları - nda sohbet yap
porno izle -
forum -
zonguldak chat
kameralı sohbet -
oyun oyna
video izle
sohbet odaları -
muhabbet odaları -
okey oyna -
batak oyna -
hava durumu -
çocuk sohbet -
chet -
football manager sonuna geldik

Anonymous said...

You’ll surely not regret investing your few cash on these Christian Louboutin Pumps
. Looking at it already tells that these are sure to last through the years and are sure to complement just about any of your choice of wardrobe.
This go-with-everything footwear is done in stone suede material and is trimmed with golden leather, which indeed shows a luxurious neutral combination. It has a wide band across the open toe, which comes plain with only the golden trimming; but what actually makes this pair chic is the gold leather woven design on the elasticated ankle strap and also on the heel. This is definitely a stunning design, but you know that such could indeed work with anything for every season.
The heel measures about 3.5 inches, and it is definitely enough to make this work from the day throughout the night.
For the spring and summer, you might want to wear these Christian Louboutin Woven-Effect Suede Sandals with your sun-drenched dress for a luxurious seasonal look. Get this at STYLE-HEELS for $245.

air max shoes said...

There are some shoes that undoubtedly call up for no explanation. The Nike air Max 90 is one of those people air max shoes. The past basic performance operating shoe altered the film game back again through its preliminary release, and offered that then has turn out to be among one of the most well-known casual types of all time by method of a mixture of comfort, collaborations and unforgettable colorways.

Burberry Bags Outlet said...

Thanks for sharing your ideas. Keep on blogging because we will benefit from your articles. thx a lot!
Burberry Bags Outlet
Cheap Burberry Bags
Burberry Bags For Sales
Burberry Bags

amily said...

air max 2009 men
air max 95 men
air max 90 men
ugg boots 5815
ugg boots 5825
air jordan 13
air jordan 11

Buy Runescape Gold said...

Hair Transplant in turkey said...

Thanks for the information. I really enjoyed, I would like get more
information about this,because is very beautiful, thanks for sharing
her yerde fue tekniği

Op Dr Ali Mezdeği said...

Thanks for the information. I really enjoyed, I would like get more
information about this,because is very beautiful, thanks for sharing
Web Tasarım

Anonymous said...

HD kaliteli porno izle ve boşal.
Bayan porno izleme sitesi.
Bedava ve ücretsiz porno izle size gelsin.
Liseli kızların ve Türbanlı ateşli hatunların sikiş filmlerini izle.
Siyah karanlık odada porno yapan evli çift.
harika Duvar Kağıtları bunlar
tamamen ithal duvar kağıdı olanlar var