Inc.com contributor Erik Sherman has shared an article advising marketers to boost their marketing efforts by connecting with the audiences.

Sherman says, “Good marketing is critical to success, and yet there are many ways people steer their efforts into a wall.

One I’ve lately considered is how marketers so frequently use language, voice, examples, and reasoning that have nothing in common with the people they address.

A quick example from last year: A company wanted to address a specific business segment I knew. The clients said that the marketing people in these target companies didn’t have a lot of influence on decisions while IT groups did. But at the same time they wanted language “sexed up” to appeal to … the people who are used to creating and consuming marketing messages and who weren’t so in the decision process.

As a colleague of mine quipped on the topic, “I’m too sexy for my ad, too sexy for my ad.”

The very language that the decision makers use was proscribed by the company’s marketing team because it wasn’t what they liked to hear. Unfortunately, the people setting the language requirement also weren’t the ones paying to use the products”.

Here’s a Great Way to Connect with Audiences and Boost Your Marketing

Inc.com

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