It's an ugly truth, but a truth nonetheless: Marketers are sinners. We're not talking lying or cheating or stealing or coveting here. We're talking about the sin of assumption. And many of us commit that sin on a regular basis, from assumptions about what to say to assumptions about how to say it.
The Sin of Assumption
What is the sin of assumption? Assuming that visitors know why they're at your Web site, prospects know why they should read your brochure, recipients know why they should subscribe to your newsletter... basically, assuming that they care. They don't. So you can't. Sin, that is.
Whatever it is you're promoting, it's much more important to you as the marketer than it is to any prospect. So to communicate to that potential buyer, you must think like one.
Remember: They don't eat, breathe, sleep, and obsess over your widget, gadget, or webinar the way you do. They don't know anything about it.
As marketers, we work really hard to get people's attention, to be seen, heard, noticed in a crowded marketplace where our prospects suffer from an onslaught of marketing messages all day, every day. When we do get their attention, the worst thing we can do is assume. You know the old adage about the word "assume": It makes an "ass" out of "u" and "me"?
In this case, just you. Sorry.
Examples of Sins
Sharon Ernst is marketing maven for We Know Words, a Seattle-area agency focused on customer-centric copywriting.