Jun
1
The Dumb Audience Doesn’t Exist!
Filed Under Marketing | Author: Gerald Smith |
I have spent most of my career arguing against the existence of ‘the dumb audience’. The thesis for my graduate dissertation was on this very subject.
It’s similar to the stories of Big Foot except no one has been able to come forward with any evidence. Not even a blurry picture.
The temptation is to s-p-e-l-l -i-t- o-u-t for the audience. When in fact you should rely on the careful expectation of assimilation by the audience; relying on the audience ability to interpret and internalize a message uniquely within their own ‘psych’. Regardless of the message, the ability to apply it to ones own need to interpret is what usually makes a message significant and seemingly unique.
Always create the message for an intelligent audience, because that is who’s listening. The mind consumes even the most jumbled message…
NOT CONVINCED, TAKE THIS SIMPLE READING TEST… (just read it out loud)
I cna’t blveiee taht I can aulaclty uesdnatnrd waht I am rdgnieg.
THE PWEOR OF THE HMUAN MNID
Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt thnig is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can stlil raed it wouthit any porbelm. This is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.
Amzanig huh?
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