What You Think vs. What You Know

So I decided to ask them about what it was they liked about us, and we got to talking about marketing. They mentioned getting a lot of material in the mail like postcards, seeing the various posters we have up, and even being handed her fair share of brochures.


“Well,” I asked, “what have you liked the most.”


The answer? “Your envelopes.”


Our envelope printing was what had appealed to her the most, not because of what it said, but because of the image it presented. There was just something about the way our envelopes looked, a nice combination of professionalism and warmth that first appealed to her. All of that other marketing we were using didn’t matter to her at all. Who would’ve every guessed that envelope printing alone worked so well for this particular customer?


Your customer base is filled with people like this, people who you have to really talk to in order to understand what it is that they like. I think the real lesson here is that you need to have a lot of diversity in your marketing. Because you can’t know for certain what’s going to work, so you might as well try using it all.

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