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October 19, 2006
Nothing to Do With Radio Advertising?
Something about Seth Godin's post today gave me pause.
He writes that often the target of a marketing or advertising campaign is "lazy people in a hurry".
Ouch. "Could this be true?" I asked myself as I paged through various direct response advertising campaigns in my mind.
It turns out to be quite close to the mark.
But so what? Lazy people have needs and wants. And people in a hurry have needs and wants.
And it's certainly true that lazy people who are also in a hurry will have many strong needs and wants.
Isn't that what makes the world go 'round (or, at least capitalism)? Isn't some element of laziness and hurriedness, in fact, part of being human, especially in a Western culture? Taking shortcuts, looking for an easy advantage, trying to do more, faster, better?
All this is my way of saying this: What's your point, Seth? What do you mean when you write that we should "start with" the "subset of geeks and nerds that are neither lazy nor in a hurry"? Why are they a better target market than need-ridden, want-obsessed lazy people who are in a hurry?
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Comments
Is the audience really lazy? Or are they bored, uninspired and unmotivated due to a lack of relevance? Maybe I do not like purple cows sam I am. Connect with me via a relevant and compelling message in the right place and time with the right media and I'll gladly sit up, pay attention and line your cash registers with my hard earned moolah. So who is really lazy and in a hurry? Could it be those marketing and advertising professionals on a deadline to hit the numbers by quarter end?
Posted by: Jeff Fugitt | October 19, 2006 10:16 PM