Introduction
Feeling overwhelmed by today’s marketing options? Picture tomorrow’s trends. In the dynamic world of small business marketing, new strategies emerge yearly, adding to the complexity. But here’s a perspective worth considering: behind the screens, clicks, and data points, your consumers are fundamentally human, and human nature has remained unchanged over the last tens of thousands of years despite technological advancements.
Overcome overwhelm by going beyond trends. Focus your efforts on marketing to the unchanged person for lasting impact
KEEP IT SIMPLE: MARKET TO THE UNCHANGED PERSON
This blog simplifies the approach, moving beyond trends to connect with the humans behind every purchase, ensuring your business thrives for tomorrow’s world.
- The Evolutionary Mismatch
- Craving the Unchanged
- Unchanging Man in the Digital Age
- The Needs of the Unchanged Person
- Embracing Simplicity in Marketing
- Summary
- Work Cited / Resources
The Evolutionary Mismatch
Scientists assert that despite the whirlwind of technological progress, our biological and cognitive makeup mirrors that of humans who lived tens of thousands of years ago. This concept, known as the “evolutionary mismatch,” underscores the idea that our brains, effectively running on ancient hardware, still crave the fundamental elements that ensured survival in the past.
Craving the Unchanged
Whether we talk about early Homo sapiens seeking approval within their tribes or modern individuals navigating the intricate web of social dynamics, the desire to fit in and be accepted is deeply ingrained in our DNA. Our brains still respond to the same primal urges – the need for connection, recognition, and the pursuit of basic needs like sugar and companionship.
Unchanging Man in the Digital Age
In the era of smartphones, social media, and rapid technological advancements, it’s crucial for small businesses to cut through the noise. Bill Bernbach’s concept of the ‘unchanging man’ serves as a guiding light in this digital fog. Successful advertising and marketing strategies tap into the enduring motivations of individuals, transcending the superficial and fleeting trends.
The Needs of the Unchanged Person:
Human beings are essentially social animals that constantly crave belonging, connectivity, and closeness. In the pursuit of a mission or the cultivation of a hobby, the innate desire to share these experiences with others becomes a powerful driving force. Communities, in this context, are living creatures in need of nurturing.
As a small business navigating the complexities of marketing, recognizing and addressing these fundamental needs can become a cornerstone of your strategy. Let’s delve into how understanding and catering to the social aspects of the unchanged person can not only build connections but also cultivate thriving communities.
In a world where trends shift as quickly as a social media feed refreshes, the enduring motivations of individuals remain a constant. This is the heartbeat of successful marketing – understanding the unchanged person. So, let’s explore how simplicity in marketing strategies can not only navigate the complexities of today but also stand the test of time in the face of tomorrow’s uncertainties.
Embracing Simplicity in Marketing
So, how can small businesses navigate the complex world of marketing while staying true to the ‘unchanging person’? Here are a few tips:
Authenticity Over Complexity: Craft your brand message authentically, focusing on genuine connections and real human needs. The unchanged person craves authenticity, seeking meaningful engagements over convoluted jargon.
Clear Communication: Keep your marketing messages clear and straightforward. The social unchanged person values transparency, appreciating messages that resonate without unnecessary complexities.
Human-Centric Approach: Understand your audience’s primal motivations, tailoring marketing strategies to resonate with their unchanging needs. The social aspect of the unchanged person yearns for connections that feel personalized and meaningful.
Consistency is Key: Be consistent in your branding and messaging. The unchanged person values trust, and consistency is a fundamental aspect of building that trust in human connections.
Adapt, Don’t Overhaul: Embrace technological advancements, adapting tools to amplify authentic and timeless aspects of your brand. The social unchanged person appreciates innovation that enhances, not transforms, the core values and connections your brand offers.
Summary
In the ever-changing landscape of small business marketing, simplicity is not a concession but a potent strategy. Aligning your efforts with enduring aspects of human nature—social beings yearning for connection, belonging, and community—is the key. Mastering this connection ensures not only a deeper bond with your audience but also longevity in the unpredictable business world. Amidst evolving advancements, your brand will stand the test of time.
Work Cited / Resources
- Dave Trott (2020). Unchanging man. Campaignlive.co.uk
- Photo by Kimson Doan on Unsplash / Ender Image
