You are not your target audience

One of our most common tendencies as people is believing that our own thoughts and opinions are true or the best option. It’s human nature, and a lot of times your gut will lead you in the right direction. However, this bias can hinder our ability to make educated decisions, cause us to overlook important facts, and encourage us to dismiss good ideas from others.

At Forty, we have to combat our personal biases every day, and we encourage our clients to do the same. The goal of design and marketing is to inspire action from your target audience. It’s not about our personal opinions, preferences, or trends; it’s about what will make things happen. That’s why we discuss decision modes with our clients on every project. It’s crucial to understand who your customers are, what they’re looking for, and how they make decisions. Although many business owners are similar to their target audience, it’s important to have an open mind to realize that everyone is not like you.

If we’re working with you and we keep asking, “What do you think would resonate with your customers?” it’s not because we’re writing off your opinions. It’s because we want to make sure the choices we make are justified and appropriate for the audience. A good business or creative mind can explain the reasoning behind their choices beyond just, “It’s pretty.” or “I like it.” Without justification, it’s hard to know whether our decisions come from habit, fear, opinion, or random whimsies.

When you put yourself in your customers’ shoes and think outside your bubble, you’ll be able to see your company from a new perspective, develop more engaging and effective marketing, and successfully connect with your tribe.