Last week I had an interesting conversation with two friends about our vision. Our conversation was centered around who wears contacts, whether we are near sighted or far sighted. Each one of us has different vision challenges. That conversation got me to thinking about the lens through which we view the world, and how all three of us sees things differently both figuratively and literally.
As a marketer, it’s critical that we take into consideration the various lenses our intended audiences may view our messages. The lens that we view and filter the world is unique to all of us and it’s been shaped through the years by our experiences. And that truth is the same for the audiences we are trying to engage. They come to us with a plethora of experiences and if your market is global a variety of cultures. For that reason, it’s important that we often step outside of ourselves and try to see things as our audience would.
The best thing you can do for your vision is have it checked every two years to ensure you have the best view. And the best thing you can do for your marketing is check your perspective in regular intervals to ensure you have the best view on your market and customers. Just as our eyesight changes over time so does our “market sight”.
If you think about it your messages are like eye charts and the question is how easy is it for your customers and prospects to really “see” your message and respond to it? Do they need to squint or hold it away from them, do they need to grab their readers? When was the last time you checked your market sight? Is it time for a check up? Remember it’s not how you see your message but how the market views it, and that’s what drives how they will respond.
