Sometimes we are faced with the difficult task of convincing clients to remove themselves from the equation when it comes to developing their brand, new website, next brochure, promotional video, etc. We understand that clients often want to be personally invested in helping to create their company’s image, but even the best intentions can have the worst results.
For example, let’s say we have a client who is targeting affluent West Coast females, ages 13-17, whose favorite music artists are Justin Bieber and Taylor Swift. Now let’s say our client is a 50-55 Midwestern male whose favorite music is classic country. We pitch an idea to target his audience by promoting his product with sparkly, glittery, cheetah print, mustaches and more. (Trust us, girls like this stuff.) But, the client is not a fan of sparkly things and wants to make things brown because it’s his favorite color. The client also hates cheetah print, glittery mustaches and all the fun stuff his audience likes and instead wants to make it rustic, with Hank Williams in a cowboy hat.
Uh…..does anyone else see where this might be a problem? Let’s just say, this client won’t sell a darn thing to his target audience because he isn’t taking himself out of the picture.
Pride and preference can be one of the biggest downfalls of any campaign. It’s vital to the success of the campaign to get to know your audience, know what they like, do what they like, and most importantly, take your personal preferences and shelf them. Remember, it’s not about YOU.