I’ve talked about understanding your audience before…
But seriously, this MATTERS. If you’re trying to sell something, it matters more than anything else.
If you don’t understand who you’re selling to, then you can’t understand how to sell.
If you can’t understand how to sell… well, let’s just say you should maybe put off that Caribbean holiday for another year.
Every social group has different buttons. They have different needs and desires. A line that works with one group will fall entirely flat with another.
Get it wrong, and it’s not just that you could be trying to sell ice to Eskimos. It’s that you could be trying to sell ice to Eskimos by telling them that it’ll refresh their camels.