Take Care of the I Don’t Knows

Wise words from an ad copy described in the book Ogilvy On Advertising by David Ogilvy.

I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s records.
I don’t know your company’s reputation.
Now – what was it you wanted to sell me?

Today’s customer is tough and knowledgeable. With the Internet as a tool, anyone can easily Google his/her way to a piece of information, an answer or a list of comparison. For this reason marketing and sales must work hand in hand to develop spot-on and effective strategies and messages for your products and services. From the customer’s or prospect’s point of view, there is only one entity: the company. Not the sales department, not the marketing department.

If marketing and sales just collaborate to develop message to address the I don’t knows, then we’ll be more than half way there.

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Tags: Marketing, marketing department, marketing message, sales, sales department, strategy