REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Whoaaaa! Who thought THAT was a good idea? My eyeballs were recently assaulted when I opened an email solicitation from a stock photo house. The choice of image on their open for business announcement made me cringe. Here’s the link if you’d like to see for yourself, but don’t forget I warned you first! This is a classic case of knowing what you want to say but failing to consider your audience. It reminds me of a similar incident many years ago while talking with a rep from a paper mill. To show me the printability of a certain stock he pulled out a commercial sample—a newsletter by a wildlife management organization. I remember gasping in horror at the cover photo of a deer tangled in barbed wire. The rep was so focused on showing how well the stock prints that he overlooked the obvious. What’s the lesson learned? Know what you want to say and then put yourself in the shoes of your audience. Never move forward with a marketing strategy without looking at it from both sides.

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