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The Importance of Staying Objective in Your Advertising Strategy
We all have personal preferences. And these personal preferences can become very challenging to separate from the professional world where business owners need to back objective decisions, particularly about their advertising strategy. In many instances, the people running a business may fit the demographic and share similar interests to that of their target audience. But this is not always the case. Where it can get complicated is that it’s hard to leave biases at the door when entering a discussion about the best advertising messaging and placement for a business whose demographic may differ from its leadership.
There are ways to overcome this challenge by being intentional about forming a clear understanding of your target audience and acknowledging where their interests and buying habits differ from that of your own. And while it may not always be possible to stay completely objective in these decisions, that’s where the help of an outside professional can be a huge benefit!
Keep reading to learn why staying objective when making strategic decisions for your business, especially ones that impact how you reach consumers, is one of the best things you can do to build a foundation of success.
You are an opinion of one.
We’re all wired to be self-focused and self-serving. It’s a survival mechanism! But in the role of a business leader, it’s important to be able to set this aside and think like your target audience. You, and anyone within your organization, are an opinion of one. What you think and feel matters – absolutely! But you should not let this be the only gauge you use to make important business decisions, particularly related to advertising and outreach.
Most importantly, recognize that the differences that exist between you and your target audience are not faults. Identifying where you may have different ideas, values, and priorities from your target audience does not make your own personal preferences any less valid. This just means that you should not rely exclusively on them when making decisions that are representative of your target audience.
You can differ from your target audience and still be an effective business owner.
It’s common that the head leader within a business looks nothing like the target audience. They may differ in age, gender, income, hobbies, likes, and dislikes. The most important thing they should have in common and agree upon is believing there is value in the products or services they provide to the outside world. With this as common ground, the rest of the business’s decisions related to messaging, branding, and advertising should be strictly focused on reaching and engaging the customer and not so much the business owner. The customer’s preference in radio stations, TV genres, social media habits, and even the words used in the ads must foremost please the target audience!
Objectivity is a powerful decision-making tool.
Objectivity is a valuable skill that must be practiced and refined, and some will be more skilled with this than others. Within your own business, look to individuals who may demonstrate they can be especially objective. These are the players you want on your team when you make decisions related to reaching your target audience. You want people who can check their own personal preferences at the door and put on the persona of the demographic you aim to reach – truly become the character. When you build an objective team, you build a foundation for success.
Decide: Do you want to be “right” or do you want to succeed?
And here’s the most important question, “Do you want to be right, or do you want to succeed?” Sometimes, these two can share the same answer, but often they do not. Decide right now what is more important to you. Good leaders know that the answer is that you should want the team, business, profit margin to “win.” This means letting go of your ego when you make decisions that may not fit your own personal views. It’s tough, but it gets easier over time as you see the results of this objective decision-making and how it positively impacts your business’s success.
Can you relate to the information shared in this article? Does this highlight a struggle you may be having within your own business or in conversations with your team? An outside perspective can help shine a light on your blind spots and offer tried and true advice to back up your advertising and communications decisions. Let’s talk today!