Much of marketing that is ineffective comes from a condition called "the curse of knowledge." The curse strikes all the time. It refers to the fact that the marketer knows everything about the product or service (that's okay) and assumes that the recipient of the message does, too (that's not okay).
The result is that the message goes right over the head of the intended receiver, much like a misdirected pass in a football game.
Here's a case from the American Marketing Association (of all people). This image from the AMA home page promotes something called "PCM Week" and offers the opportunity to participate in PCM Week at $75 off. Unfortunately, nowhere on the page does AMA tell you what PCM is. (It refers to a certification program). I'm willing to bet that very few people except those within AMA that conceived of this ad know what PCM is. And why would you sign up for something that you don't know about?What's the cure for the curse of knowledge? Have someone read the communication that isn't suffering from the curse. It's easy. But so few seem to do it.
1 comment:
Such a good point. It is always helpful to have a fresh set of uninvolved eyes!
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