MarketingSherpa Video Archive

The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging

Flint McGlaughlin, Founder and Managing Director, MECLABS Institute

Is your experience as a marketer hurting your ability to communicate with the customer? How can you tell?

A 2015 combined Nielson and MarketingSherpa study reveals a huge disconnect that exists between marketers and consumers. Most marketers do not understand consumer preferences — specifically, the way they wish to be communicated with and the mediums they wish to communicate through — which makes connecting with consumers painstakingly difficult.

In his Summit 2016 presentation, Flint McGlaughlin, Founder and Managing Director, MECLABS Institute, reveals the science behind how experienced marketers are wired to miss the mark when it comes to customer communication and steps they can take to safeguard their work and maximize its potential to inspire their customers.

“The more expert we become as marketers, the less expert we become as consumers,” says McGlaughlin. As marketers, we often get so caught up in “marketing speak” and our own ideas that we lose sight of the consumer, and customer-centricity begins to slowly dissolve from our communication strategies. Cue the marketer’s blind spot. Our inherent self-interest drives us to fashion our marketing efforts with marketer’s eyes rather than with eyes of the consumer — which produces ineffective communication.

McGlaughlin gives marketers a directive to overcome this: “The true task of the marketer is to move beyond their self-interest to actually get out of their person, into the person of the consumer and see this direction up and through the collateral into the sequence of thought; understanding how it feels to the other side, that is where the power comes from … that is where you can learn to drive dramatic differences.”

After watching this session, you will:

  • Understand the psychological source of your blind spot
  • Have a method for seeing through your blind spot
  • Be able to immediately implement strategies to defend yourself from your blind spot

Related Resources

Sherpa Summit 2017 Keynote by Flint McGlaughlin: The Prospect’s Perception Gap — How to bridge the dangerous gap between the results we want and the results we have.

Email Summit 2015: Humanizing your email program with Flint McGlaughlin

How 4 Brands Effectively Responded to Customers