DON’T LET ASSUMPTIONS F**K UP YOUR MARKETING STRATEGY THIS SUMMER

Assumptions are the mother of all fuck-ups. 

Everyone knows that. 

(See, easily done.)

Fact is, assumptions can be the death of marketing (or copywriting/strategy/content for that matter).

“No one opens emails anymore,” you cry.

“Cold-calling doesn’t work,” you claim. 

“Everyone’s too busy online perfecting TikTok dances and watching funny cat videos to engage with my brand,” you confidently conclude.

But…here’s something to consider:

As a marketer, you’re a sample of one (or however big your marketing team may be). And chances are, you don’t represent your exact target audience. Which means that you don’t always know exactly what marketing will work. 

And you end up basing critical marketing decisions on our ol’ catastrophe-causing friend:  Assumption.

But to get to know your audience inside out, you need to take an outside-in approach. That’s how you create relatable marketing that truly resonates – and skyrockets revenue through the roof.

And here’s how: 

STEP #1: DEEP-DIGGING BUYER INTERVIEWS

To get into the minds of your target audience, you need to be strategic. An outside-in approach, done right, will unearth a whole treasure trove of valuable insights. So speak to real-life buyers. Dig deep into their pains, challenges, their decision-making process, perceived barriers, their hopes and dreams.

STEP #2: VALUE-PACKED CUSTOMER SURVEYS

You need to know how your customer feels about your brand. Truly and honestly. The best way to do that is through impressive-looking customer surveys. And be brave with your questioning – that’s how you’ll get the best results.

STEP #3: WELL-ROUNDED BUYER PERSONA PICTURE

Use your newfound knowledge to develop a vivid picture of your target audience. How old are they? What do they do? How do they like their eggs in the morning? You want to know it all. That way you’ll really know who you’re talking to – and crucially, how to talk to them. 

STEP #4: A/B TEST (THEN TEST SOME MORE)

Time to let the data decide. You want to experiment with different messages, designs, and strategies. See what works, what doesn’t, and why. Then keep testing, tweaking, and refining until you find the perfect formula.

By following these steps, you’ll move away from assumption-based decisions and towards a data-driven, audience-centric approach.

So marketers, next time you’re tempted to rely on assumptions, please remember: Your audience holds the answers – you just need to ask the right questions.

COPYWRITING & AI IN PRACTICE

You think you’ve nailed your SEO strategy. Everything’s in place, and you’re riding high on Google’s latest AI overviews. 

But then...it all comes crashing down. Google backtracks. Your user feedback is bringing certain things to light. Major blunders such as misinterpreted questions and info pulled from satirical sources have thrown the SEO world into chaos.

In response, Google has started pruning user-generated content and beefing up its detection systems faster than you can say “Ouch.”

What does this mean for your business? First up, it’s a stark reminder of how quickly things can change in the AI world. You’ve got to be super cautious where you place your bets. Next week, a new piece of tech may pop up and turn your shiny new investment into yesterday’s news, or your go-to product might lose its funding.

Some SEO agencies built their entire strategies around these AI overviews, only to see them get a major overhaul. (Yes, ouch.)

The key? Find a balance. Embrace AI quickly but don’t put all your eggs in one basket. We’ve found our sweet spot with our Botaverse. It’s clever and flexible enough to roll with the punches. And that’s good enough for us.

How’s your SEO strategy looking? Get in touch to talk it through.

KON’S KOPYWRITING TIP

Do you want to create copy that ignites a spark in the mind of your reader? That truly resonates on such a deep level that they can’t help but invest in your product/solution? 

Course you do.

Outside-in thinking is all about putting yourself in the mind of your customer – no assumptions in sight. So you can speak to them in a way that is relatable and compelling.

And our (aptly named) “Outside-In Lens” from our home-grown 13 Lenses© Methodology will tell you how.

LOOKING FOR A LONGER READ?

I’ve said it before, and I’ll say it again: AI in copywriting is a lot like Samuel L. Jackson. 

I know – now you need to find out why. Take a peek at our blog post Welcome, robot overlords: The best AI tools for copywriting in 2024, where you’ll discover the answer to your burning question and more.

AGED LIKE A FINE WINE

Here’s an oldie but a goodie. Ever felt the sting from an ad copy bellyflop? Here’s the fast, face-saving way to recover. 

Dive in (like a pro) here.  

Love Konrad X

P.S. Want to inject some magic into your copy?

Set up a call with me here