From the course: Marketing Foundations: Value Proposition Development
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Understanding your visitor's perception filters
From the course: Marketing Foundations: Value Proposition Development
Understanding your visitor's perception filters
- Your job as a marketer is to communicate your strongest value proposition in a way your customers understand. Now, this would be much easier if everyone saw things the same way. You may be surprised to hear that what you say in your marketing is not what your customers hear and see. Each person looks at the world through different eyes. Your visitors have unique frame of reference that are colored by their perceptual filters. It's as if they wear different glasses that change what they're looking at before it reaches them. In reality, the perceptual filters are in your prospect's mind. Their perception of the information you present to them is influenced by their interpretation of the colors on your page, connotations of the words you use, their cultural biases, expectations of what they'll see on your page, their current mood and feelings which may be unrelated to your communication, current environment, previous…
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