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I Trap

We all like to believe we are team players, but sometimes a business owner falls a little bit short of the mark when it comes to the subject of marketing.

Ben Wendel a friend of the business came across a prime example of this yesterday. When he told me the story i realized that as a designer i do sometimes fall into what Ben calls the "I" trap.

Here's Ben's story...

It was just yesterday that I was sitting down with a potential client discussing how he could launch his new business. He was talking about his business card and said he wanted his logo on the front and his
contact details on the back. 

Wanting to offer the best advice I could, I started to explain the importance of highlighting your core message and benefits in all your marketing (especially business cards). I mentioned the idea of having a headline and perhaps a few sentences or a guarantee on the back. Then showed him about 10 sample cards that were designed in the way I was proposing. He wasn't open to the idea at all. 

His argument was this: 

"There's too much writing on these cards. When I get a card, I just want to know who they are, so I need to easily be able to see the business name. I wouldn't read these" 

This Is Just One Example Of A Business Owner Falling Into The "I" Trap. 

The "I" Trap is essentially when you assume that everyone else thinks, feels and acts the same way you do. It's essentially a term I use for temporary "Arrogance" or "Narrow-mindedness" about marketing. 

Let me explain why this "I" Trap often limits business success. Straight up "you are not your client". By assuming your clients have the same buying habits, reading habits, beliefs and opinions, you are ruling out pretty much anyone that is not like you. 

An example I still find hard to believe is the use of a coupon in a newspaper advert. If faced with the options of phoning a pre-recorded message, going to a website or filling in a coupon to request information from a business. Never in a million years would I fill out a coupon, get a stamp, address an envelope then walk all the way to the post office and post it... 

But results speak for themselves - about 30% of people respond to our ads that with a coupon. If I'd fallen into the "I" trap and thought: "I would never respond to a coupon" and left it off, we would have left potentially thousands of dollars un-banked.

This article is brought to you courtesy of Ben Wendel at Newsletter Marketing Systems


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