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I’ll never forget the time I presented a well-researched monthly social media package to a new beauty client. He took a look at the first few posts for Twitter, scrunched up his nose, and said, “Let’s avoid exclamation marks. We’re all adults here.”
First off—what does that even mean? Second, how ridiculous! This client wanted his beauty brand’s tone of voice to match what he was accustomed to (he used to work as an investor on Wall Street).
But he failed to understand a fundamental truth of branding: you market to the customer, not yourself. His target market was beauty, but he didn’t know how to speak with their voice. He just didn’t get it.