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It's not about you. Or me. Or us.

Michael Hoban
Jun 11, 2019

In 1997, I remember waking up one Saturday morning and learning about the death of Princess Diana. Oddly, I felt compelled to write about it. It was the first real 'article' I ever wrote. I was only eight years old. 

Weird? I don't think so. OK, so maybe it's a little bit odd that a child at such a young age would feel the need to write about the death of a public figure.

But the way I reacted to Princess Diana's death at eight years old highlights a very important point: a point that marketing and marketers, in the grand scheme of things, have only woken up to relatively recently. 

People react to things and events in different ways. People deal with emotions in different ways. People consume information in different ways, and use this new-found information in a way they feel comfortable. The latter, in particular, has never been more pertinent. 

It's not about me. Or you. Or us. 

And that's just it. Consumers today are complex. They want to receive information and messages tailored to them and their preferences, needs and desires. They want this information delivered to them through the channels, mediums and devices they prefer. It's all about them. It's not about us. 

Really, I promise you, it's not. It used to be, kind of. But not anymore.

"When you speak to everyone, you speak to no one" - Meredith Hill

Get-your-message-out-there-far-and-wide, mass marketing is dead. Or dormant, at least. It's still somewhat active, but that doesn't mean it's right, or that it'll create an eruption of lava-hot leads for your business. It won't.

Today's consumers are savvy, complex and demanding. They want a highly-personalised experience and interaction with your business or brand. Market en masse with generic messaging and you'll cause a melee.

You've got to know your customers inside-out, back-to-front and upside-down. Each and every one. Not as a whole, or a collective or group. 

It's a journey of discovery across rough terrain that you can go on by yourself. But without a guide, you won't reach your destination.

I can be your guide. But that's for you to decide. Contact me today to discuss your requirements in a little more detail. No obligations. Just a brief chat about how I might be able to help you.

Michael Hoban
Michael is a father, husband, part-time lookalike spotter and full-time marketing creative based in Devon, England.


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