In the previous post on this topic, I had given my views on why starting with the medium first is not a good idea. As a matter of fact a lot of people may give a lot of focus on the message also. No doubt creating the message (all kind of content) is a creative capability and requires skill but sending an amazing message to the wrong audience will be ineffective.
Let’s take a few examples, to showcase my logic.
Suppose you were selling lingerie but your database or list of people to whom you were sending the message was primarily men, there’s quite a big chance that the campaign would not be successful.
Suppose you were selling diet pills for men and your database primarily had women and lean men, would you be able to sell a lot of packages of your diet pills.
In both the the above examples you may have some success either because the amazing message you wrote got the spouses buying somethings or relatives buying something but it would not be what you are actually looking for.
On the other hand even a mediocre message to the right list will get a large response. This is not to underscore the importance of copy. It is however important to emphasize the importance of identifying clearly the single target market that you’re focusing on.
Hope I have been able to place my viewpoint clearly over the last 2 posts. I would to hear if there are any counter arguments that any of you have to the logic I have placed. Please list your comments below.
Till next time then.