Tuesday, September 19, 2017

The Power of the Change of Perspective

It is sometimes the case that a change of perspective can make all the difference.  I have had many conversations with business owners who are so close to their own work that they can miss opportunities more readily seen by another.

Two recent cases provide some illustration:

A client expressed some frustration that a networking group was heavily represented by people who were not her target customers.  But as it turned out, those networkers were married to target customers.  The suggestion was to develop a special event that brought in the networkers to help them with gift giving to their partners!  We used a simple but effective one-off to reach the actual target customer.

Another client was no longer reaching target customers at a set of venues---large universities.  Her virtually-identical messaging, once dependable, wasn't generating responses.  A proposal was to turn to the next tier down (smaller colleges) which have very similar students but who have different, more attractive circumstances.

In both cases the business owner hadn't seen the possibilities, being a little too close to the usual and expected marketing approaches.

Bottom Line:  Are you having marketing challenges?  The remedy may be as simple as seeking another person's perspective to permit some out of the box thinking.  Don't let your closeness to existing solutions limit your possibilities!

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