Are you choosing to read this because you believe your marketing doesn't work and you feel it should?
Or do you believe your marketing does work, and want to feel superior for a bit?
Feelings make us act. Motion comes from emotion (it comes from the latin emovere - 'to move').
This article on inc.com points out that if you don't understand how your customers feel, your marketing won't move them.
If you want some examples of customer-targeted marketing, see how we use this principle to move our readers in our blog to take action...
When people talk about their company's target audience, you typically hear things like "individuals between the ages of 13 and 25 who enjoy playing video games and have a mobile phone," or "active consumers between the ages of 25 and 45 who like to hike and rock climb" or "procurement officers at Fortune 1000 companies." These descriptions all follow the traditional format taught in marketing classes around the world, and, sadly, they're all nearly worthless because they provide almost no relevant information for making strategic decisions. Every year, countless executives and marketing directors dutifully write up plans with these kinds of empty descriptions of their target audiences. And every year, these same companies fumble around trying to figure out why they're not clicking with their customers