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thoughts that come
out of our minds

Whose Who: The People You Create For and the Ones Who You Should

8/8/2016

1 Comment

 
He drives a Tesla. She drives a Leaf. His is leased, hers was bought outright. He wanted to drive in the carpool lane (without the extra passenger). She wanted to contribute to cleaner air. He got the top-speed model to go zero to 60 in under three seconds. Hers can barely make it in ten.
​
Yet, she dry cleans her jeans, colors her hair with peroxide-based dye, and orders take-out food three times a week. He loves to cook every night with organic ingredients, drops his clothes off at a fluff-and-fold that uses earth-friendly detergent, and charges his car with a solar-panel system.

Contrarian Tendencies
How would you sell to them? What would you add to the cars to make them more appealing to the buyers’ other sides? Or how would you integrate their driving tastes into their other activities?
This usually falls into the realm of personas – those invented personalities that marketers believe can help them pull in more customers. Yet, despite decades in marketing, I’ve never liked them very much. They’re like averaging averages, which is statistically unsound.

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1 Comment
Rosalba Giorcelli link
10/4/2016 09:00:48 am

I've read your complete article on bluesteps.com with great interest. Thank you for sharing your opinion and experience with us. Your final suggestions are crucial to any business: "So figure out whose who you’re really selling to. If you try to be everything to everyone, you’re as likely to fall short as if you focus on a solitary aspect of a buyer’s concerns. And if you tailor your offerings only to customers’ existing expectations, you’ll probably miss the opportunity to develop what they will need…before your competitor does."
Being "everything to everyone" is a big temptation, especially in a market or city (like Venice, Italy) open to international visitors and clients from all over the world. Will re-read your article daily! ciao

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