By MaxAdams September 26, 2022 - 9:56am

Usually, the strategy is developed for the company as a whole, and then applied to specific products. For example, Disney's mission is to make people happy. And for this, they create basic products, films, amusement parks that delight children and families.

Tactics are the details of what products or services we create, when we launch them, and at what price. And also what we say about these products.

Research is also part of tactics. First we define what we want to do. What is our mission, our great goal. Then - how we do it. And only after that we start working.

How can we convey our message? Knowing where your target audience is important.

Special tools are often used to find the right target audience. One of these tools is valid email address tester - getprospect.com/email-verifier. It allows you to check your existing list of email addresses to which you send offers to your customers. After all, it is important to make mailings to those email addresses as correct and valid.

It is ludicrous to imagine that advertising for elderly drugs that treat the liver or the heart will be broadcast through digital and social media. Although my 75-year-old mother-in-law is active on Facebook.

Obviously, they will receive information elsewhere, namely from doctors in hospitals and polyclinics. Accordingly, you need to work with this channel.

I smile when I see how, for example, B2B brands create Facebook pages and expect immediate results and sales. When you ask why they need it, they cannot answer. Everyone ran and I ran. This is such a sad practice in marketing tactics.

About empathy

How to hit the consumer insight? First of all, you need to remain yourself, a person and a person, and to some extent let what is happening in this world pass through you.

People invented better products for themselves. It seems to me that Steve Jobs created the iPhone primarily for personal purposes, so that the phone would solve his everyday problems. And suddenly it turned out to be relevant for everyone.

 

Empathy helps in marketing. When you can guess what a person feels. In other words, as Depeche Mode sings: "Try walking in my shoes."

The ability to understand the thoughts, motives and aspirations of other people is what separates the brilliant marketer from the ordinary. A person who can, without being a consumer of, for example, diapers, understand what mothers think and feel, what they worry about, is able to develop excellent products.

Here, for example, do you know how Pampers appeared? It was the invention of one grandfather, an engineer from the Procter & Gamble company, who didn't like changing his grandson's cloth diapers. Su