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I Still Haven’t Found What I Am Looking For


Last Friday, we went to the U2 concert at Qualcomm Stadium. And as my wife said, “We are the demographic.” Most of of the concert goers were in their 40s or 50s, and some of them had children in tow like we did. We even ran into some old friends in the next section.

The show was impressive. As we told our boys, you are unlikely to see a better live band than U2. It was quite a performance. However, I had one serious problem with the show: it was too loud. My wife even planned ahead and got all of us special earplugs that musicians wear, so we could enjoy the music while not being overwhelmed by it.

And the funny thing was that the family right in front of us had earplugs. The friends we ran into had earplugs. Lots of people had them. Obviously, people expected the concert to be loud if so many people planned ahead to bring them.

So why did they make the concert so loud? Some people may say that is just the way it is done. However, I would say that U2 missed an opportunity to really make it a great experience for their fans. If they had turned it down just 10%, it would have been a much better experience.

What does this have to do with marketing? Well, what can you do that may go against the grain of what is “normally” done that your clients would really appreciate? It could really make their experience working with you something worth telling others about.

If you are not sure what that could be, ask your clients. Most would be happy to tell you!

#differentiation #targetaudience

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