An Acceptable Reality

Fun Fact: In 2014 each person in the US was targeted by $567 of advertising. (Compare to Canada: $310, or Mexico: $54) ¹

We have a problem! With that much communication, the mind filters by oversimplifying. To get through, we have to oversimplify our message. And then, simplify it again!

Also, because “the mind accepts only that which matches prior knowledge or experience,” our communication has to be grounded in reality. Reality being whatever our target audience believes is real.

(Do NOT attempt to change people’s minds. This path leads to disaster!)

Finding a Position:

• Get into the mind of your target audience
• Find the solution to their problem, in their own mind
• Connect that solution to your product
• Simplify it
• Simplify it again

“The mind accepts only that which matches prior knowledge or experience.”

— Al Ries & Jack Trout

Ries & Trout explain all of this in great detail. If you’re still curious you can get Positioning: The Battle for Your Mind on amazon.

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Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 1986. Print.