2 types of marketers and their customers
The analytical and the creative.
Without you knowing, you may be alienating one of the group if you
belong to the other.
An example: The analyst will not understand how the creative people
think and what gets them to buy.
If the analysts is in a market with lots of creatives, then he will dismiss any thought
of a new creative message because if has no meaning to himself.
Example: The creative will not understand an analyst wants everything clear cut and easily defined.
They use language of emotion and concepts which has no meaning to the analyst.
Knowing this will help you understand why you may come across clients
that are difficult to work with due to each having a different bias.
Don't try to change the others bias,
it's in their DNA.
What you can do is offer to show their natural bias.
This allows them to understand how things work without putting a right or wrong label on yourself or others.
If you want to help the other person understand how the other group thinks,
take him through this exercise, like I did with a client.
Think of a person who would be in the other group. It could be somebody you know well,
somebody you encounterd or it could be a famous person.
Think how that person would react to a marketing message that has no impact on you.
Certain words have impact on you.
If I said these words to you,
observe how they make you feel...
Grandmother
New born
Terrorist
Extremist
Home
Cancer
Sunshine
Vacation
See the reaction and the light bulb moment he has.
My client is analytical and after discovering it, wondered if the message should be to those who are
also like him.
To answer his question we thought what lifestyle the creative people lead.
Would their buying habits indicate they would buy his products if the marketing resonates
with their existing buying criteria.
We both agreed the market is highly likely to have more creatives in it than the analytics.
So he realized he just needed guidance to appeal to them.
On further investigation the overriding message would still
appeal to a sub group of the analysts.
In summary, being aware of these 2 groups of people will help with your marketing messages
as well as your client relationships.
Best,
Doctor E. Vile
Without you knowing, you may be alienating one of the group if you
belong to the other.
An example: The analyst will not understand how the creative people
think and what gets them to buy.
If the analysts is in a market with lots of creatives, then he will dismiss any thought
of a new creative message because if has no meaning to himself.
Example: The creative will not understand an analyst wants everything clear cut and easily defined.
They use language of emotion and concepts which has no meaning to the analyst.
Knowing this will help you understand why you may come across clients
that are difficult to work with due to each having a different bias.
Don't try to change the others bias,
it's in their DNA.
What you can do is offer to show their natural bias.
This allows them to understand how things work without putting a right or wrong label on yourself or others.
If you want to help the other person understand how the other group thinks,
take him through this exercise, like I did with a client.
Think of a person who would be in the other group. It could be somebody you know well,
somebody you encounterd or it could be a famous person.
Think how that person would react to a marketing message that has no impact on you.
Certain words have impact on you.
If I said these words to you,
observe how they make you feel...
Grandmother
New born
Terrorist
Extremist
Home
Cancer
Sunshine
Vacation
See the reaction and the light bulb moment he has.
My client is analytical and after discovering it, wondered if the message should be to those who are
also like him.
To answer his question we thought what lifestyle the creative people lead.
Would their buying habits indicate they would buy his products if the marketing resonates
with their existing buying criteria.
We both agreed the market is highly likely to have more creatives in it than the analytics.
So he realized he just needed guidance to appeal to them.
On further investigation the overriding message would still
appeal to a sub group of the analysts.
In summary, being aware of these 2 groups of people will help with your marketing messages
as well as your client relationships.
Best,
Doctor E. Vile