Brand messaging vs therapy

There are two kinds of “know your audience”.

The first way involves fake names, redundant exercises and colourful printouts.

Maybe something to colour in.

Or a dot-to-dot.

This doesn’t help businesses sell more. It simply helps people get out of their own way and start creating.

The second kind of “know your audience” is the one to look for.

This way involves understanding how they tick. Reverse-engineering their objectives.

And actually talking to them.

I’ve said before that there’s so such thing as a bad investment in brand messaging.

The asterisk there is, if you want to improve your brand messaging, investing in brand messaging.

Not therapy.