Have you noticed that it’s much easier to critique and make suggestions to the marketing projects of someone else’s creative than your own? Problem is … when we spend too much time working within our industry, it’s difficult to get out of the box and get a fresh look at our marketing creative.

No it’s not because you don’t want to hear anything negative about your project. I mean, if the comment will save you money or earn you money, I hope you’d listen. Problem is….

You’ve spent too much time in your industry’s box and it’s hard to get a fresh look at your marketing material (website, advertising, direct mail…). So … what can you do?

Go research a field that you have absolutely no knowledge about. See how those companies write their headlines, how they explain things and try to pin point all the problems you see as a “customer”. You’ll notice that these other companies are using their “industry” language. You’ll notice that many things are unclear to you and as a customer you might even get a bit frustrated. GOOD …. Write down all the issues you’re experiencing at the moment.

After about 30 minutes of doing this “research exercise” … go look at your website, print advertising, etc. What do you think? Would your customer GET IT?

You see … what I am telling you about is a “Get out of the industry box tactic”. It helps you change your shoes from “Marketer” to “Consumer” thus giving you a better look at your own presentation.