I once knew two marketers who sold toothpaste.
The amateur marketer went to the local store at 9PM to buy the toothpaste. Why 9PM? He tried to imagine that he’d just run out and was in a rush to get more. He took his 3 kids to the store with him to make the experience how his ideal customer, would feel as they shopped for the product.
The expert marketer read reviews about the product. Then made a judgment about whether it was going to be sell well or not.
The amateur marketer would call the customers in the database to chat for 15 minutes about their day, their decision to go with this brand of toothpaste vs. another & what could be improved upon.
The expert marketer would pull together comprehensive competitor analysis diagrams that charted out where their product lied on the spectrum of price & value.
The amateur marketer wrote copy that sounded like the voice of the customers he spoke with on the phone.
The expert marketer wrote copy that read like it came straight out of a brand standards PDF. Because it did. Just as the client requested.
If, customers are amateur marketers of the products they use.
And as marketers, we’re supposed to show empathy to connect at a deeper level with our customers.
Then shouldn’t we all strive to be an amateur marketer?