9 Years Old

I recently heard a popular marketing speaker say that he advises his clients to think of their customers as being 9 years old.  He believes that in terms of getting their attention, people never really grow past that point and that marketing materials that are developed (big type size, simple words and ideas) appeal best to them.  His clients have been successful in adopting this approach.

It's an interesting concept.  I believe that the concept is accurate...and inaccurate.  It's true in the sense that people are typically very busy and are deluged with advertising messages constantly.  Based on that, they just don't have the time to consider messages with a lot of depth.  I think it's incorrect in that there is a wide range of consumers out there and it depends upon what you're selling and who you're targeting to.

I'd be interested to know what you think.  Obviously you wouldn't tell them you think they're childlike, but is it best to advertise to prospects/customers as if they're 9 years ago?

Comments

[Liz Walker]

Well, I love the idea of simple. But not because I’m 9 years old and lack the mental capacity to understand anything complex. Surely I want simple – not simplistic – because it shows how well thought through your concept is; if you can’t get it down to a single, easy-to understand concept, I’ve learned through painful experience you likely don’t have the depth of experience to actually deliver on the promise I’m buying. There is elegance and respect in the idea of the simple, and treating me like a little kid isn’t part of it.

[Susan]

I'm a graphic designer and I think the dichotomy here is basic Zen - art vs tech. I think that marketing "concepts" can be quite complex - but must be presented in a simple, eye-catching way that disburses the complexities one crumb at a time... The "appearance" of simplicity is what is important. No one will bother to read the first sentence if the whole piece looks cluttered, messy and incoherent. Of course, I'm biased.

[Scott Campbell]

Thanks, Susan...I like to use the similar dichotomy of form vs. function, but we're talking about the same thing.

There's another school of thought (I'm specifically thinking Dan Kennedy) that stuffing with as much information is best to lure and sell. But I believe Mr. Kennedy would even probably agree with simplicity..