Watch out for “Therefore”

“Posting more regular content creates more views.” “More people prefer this flavour of product.” “This tool converts gets more opt-ins on your website.”

Nothing wrong with these statements. They’re just statements.

The problem emerges when we finish them with ‘therefore’.

“Posting more regular content creates more views… therefore I should create more regular content.” What if the goal isn’t more views, but more engagement with a very specific group of people? What if more isn’t what they need?

“More people prefer this flavour of product… therefore I should create things with that flavour.” Does that create a stronger bond with your chose customers? Will they care as much if you give them precisely what they can find everywhere else? These questions aren’t rhetorical, we have to find out.

“This tool converts gets more opt-ins on your website… therefore I should install that tool.” Are all opt-ins of equal value? Does it bring in more of those we wish to serve, with the same intent to engage? Or does it bring in people who aren’t a fit for our product, or who seldom engage?

The answer may be to go right ahead and do as the assumptions might lead us to believe.

But it pays to check by putting the needs of our chosen audience above the status quo, our assumptions, or what is easy.