See what I did there?
It’s true, though. Most of the time, most of the people will act the way we expect.
However most of the time we aren’t trying to get most of the people to do what we want. (to change their thinking, perceptions, behaviours)
We usually target very specific segments, commonly referred to as niche’s. They’re the kendo club, the amateur cartoonist or karaoke restaurant enthusiasts.
Most of the time, those people are weird. Different to the norm.
Generalisations are useful, but let’s keep in mind who we’re really trying to connect with.
We know it’s wrong but we can’t avoid it. When we make new products we always bring our own interests to the table.
‘Those people don’t use Twitter.’
‘We should charge 99c. That’s how Apple price their apps!’
‘Our market prefers to contact us on Social Media.’
Of course, these assumptions are based on ourselves, and we try hard to apply them to our market because we desperately want to be our target market. But we’re not.
That leaves us with two choices. Drop the assumptions and make products for the market (not like us) or keep making products that we like and go bankrupt.
A big mistake many businesses make is that they focus on themselves.
What do I like? What would I pay? What do I believe? What do I buy?
It’s all about me.
When, in fact, the only similarity between us and our target market is that we are the same species. That’s it.
We try to get around it by generalising or profiling our customers and guessing what they like (while still basing it on our personal preferences).
Researching your target means there are no assumptions. Just ask them what they like. Show them your work and ask for their feedback.
You might be surprised how well your message cuts through when you show intimate knowledge of what they want to hear, see and do.