The latest ‘MarketingExperiments’ blog post is titled “Customer Theory: What do you blame when prospects do not buy?”.

Daniel Burstein says, “The effort and money that you’re investing in your marketing is predicated on one thing – that you understand your customer.

What good is a print ad, an email or a marketing automation investment if it doesn’t deliver a message that alleviates a customer pain point or helps a customer achieve a goal? They won’t act if the message doesn’t hit them square between the eyes.

Let me give you an example of faulty customer theory. Uber, a mobile car hailing service, is coming to Jacksonville. I recently received a push poll phone call clearly supported by the frightened taxi industry.

The main message seemed to be that Uber is cheaper because it uses unregulated (and, therefore, unsafe) drivers”.

Customer Theory: What do you blame when prospects do not buy?

MarketingExperiments Blog

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