Consumers want to be your partner not your target

Language and words matter. Especially when you are undertaking a branding or marketing project.

Too many times when doing branding efforts and marketing campaigns the term “target” or “target audience” is used. But the word target implies you are shooting at something or someone. And no one wants to get shot.

What do consumers really want from you? They want to be your partners. They want you to help them. They want to know you have their back.

Yes, target marketing matters. You certainly can’t be all things to all people and you must allocate your marketing dollars wisely by choosing certain segments with the right messages.

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