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So I want to talk about getting uncomfortable, which is something that a lot of marketers
get into kind of, that's our grind, if you will. The rut that we fall into is we get
comfortable with what we're doing and then we never go out and have a new experience.
So you know, if you're working for a brand and you get so consumed with what your brand
identity is and you know that well, how are you making sure that you're still resonating
with your target audience? That you're still thinking about it from their perspective and
not just from your internal perspective. If you're at an agency, are you looking at what
creative work is coming out of other agencies or are you just looking at what you all are
producing internally and saying, "This is it. This is as good as it gets." And it's
something that, you know, I've tried to make a conscious effort, so it's little things.
It's, when you're at the store, you're in line and the person in front of you looks
like someone you would never talk to. They look like someone who has nothing in common
with what you love, right? Go and talk to them. Just ask them, you know, "What do you
do for a living? What do you do on a Saturday? How are you enjoying your time?" My grandmother
is this old Southern woman and she's like the most outgoing woman I've ever met and
it used to embarrass the heck out of me because anytime we'd be standing in line anywhere,
she would have a conversation with the person in front of her, in back of her, and she'd
try to gather everybody around and just start talking about anything and everything. The
whole idea is small talk. Who wants to have small talk, have substantial conversation.
The great part about being a communicator is you should be having small talk because
you need to know what their thought process is. You can talk about any topic under the
sun and, in some way, that will inform the decisions that you make down the line. So
when you start thinking about a target audience of 18-24 year old males, how many 18-24 males
do you know right now that you've had a conversation with recently? Those trends with those audiences
change so often and it's just really important to get out there, get uncomfortable and get
to know what other people are thinking. It will inform whatever marketing discipline
that you're going to use and make your strategy that much better.
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