CHAPTER 4
Think—and Act—Like Your Consumer
Do you like being disrupted? Do you enjoy when you’re reading something online and a pop-up banner ad gets in the way of the next paragraph? What about when you’re working on a project at the office, the phone rings, and you answer to find a sales guy on the other end of the line trying to pitch his wares?
When I speak at conferences, I often tell my audiences, many of whom are marketers, to place themselves in the role of the consumer. I then ask, “How many of you listen to and enjoy radio commercials?”
No hands.
“How many of you watch and enjoy television commercials?”
A couple of hands usually come ...
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