It’s NOT Your Fault
September 4th, 2006
I am writing my first blog entry from Warsaw, Poland today where I am traveling throughout Europe with my Fiancee, Debbie.
It’s interesting the type of response I receive from folks who have learned of my “move” out here (although it’s more of a working vacation since I will be back in Chicago for 3 weeks here and there quite often).
Most people are just pure floored that I’ve taken my business over here- not to mention their thoughts on “how far” it is and just how much I removed from the daily news going on in the states.
Well, I still have my Fox News, so I am NOT that removed from things- even though The O’Reilly Factor does come on at 2 AM local time…
Nevertheless, it brings up an interesting point I wanted to make regarding the media and advertisers in the U.S., because if you DON’T use this in your marketing you are really missing the boat big time.
An important point to take to heart…
It’s what I call the “It’s Not Your Fault” concept.
When conducting marketing campaigns, you should NEVER be the one to tell your prospect that the problem they face is their fault!
This may seem obvious, but just the mere fact of NOT 100% stressing to them that it’s not their fault that they are overweight, depressed, broke, lonely, (whatever a problem your product solves) is a major mistake most advertisers make in their marketing online.
The idea is simply this- if most traditional media is telling your prospects that “it’s not their fault” for whatever problematic situation they find themselves in, then you DON’T want to be the person who is saying it IS their fault (or even implying it by not driving it home as well in your online marketing!).
That may seem like a reach to some, but I can tell you this is a very powerful motivator when it comes to your prospects making a buying decision.
As human beings we love to lie to ourselves, blame others and other circumstances “beyond our control” for our misfortunes. Whether it’s true or not is another story. However, when marketing your product, this posture has to be part of your presentation, otherwise you are likely to alienate a good portion of your prospective audience.
That’s all for now.
Matt
