My husband is hard to buy gifts for. So when I saw the above picture in a furniture store, I knew I had to get it. My husband loves photos of horses.
The salesman bundled it up and put it in the car. I took it home and hung it on the wall. When he first saw it, my husband said, “Wow. There’s a mule!”
Do you see the mule?
Most people don’t notice it until it’s pointed out. I didn’t see it until my husband said something.
If you still don’t know what I’m talking about, look at the picture below. I marked which animal is a mule.
My husband noticed the mule right off because he’s a rancher. He’s owned horses and mules, so they are all glaringly different animals to him.
To the rest of us non-ranching types, these animals probably look alike.
It’s the same with creating marketing messages. You’ve got to start by understanding your Customers’ Experience (aka UX) in mind.
If you don’t fully understand your customer, your message will come across as a mule when they’re expecting a herd of horses.
And you certainly don’t want to be seen as mulish!
The best way I’ve discovered to make sure you’re marketing messages are on target is to ask your customers. This is why case studies are terrific tools.