If you don’t read this, someone else will

Photo by Annie Spratt on Unsplash

Stop.

Before you read any further.

Why did you open this article?

What does it say about who you are?

Chances are you are curious. You want to know who this article is for and if it isn’t for you, are you missing out on something?

More on that in in a minute. First, I want to share a short story with you.

While I was on my morning run, I came across an ad with the same message “if you don’t read this, someone else will”. The big bold letters caught my attention. I engaged. It was for Oatly Oat Milk.

Was the ad effective? That depends on the goals of the advertiser. I am not in their target market. However, I am curious and now I know about the gluten, nut and dairy free oat milk product call Oatly.

I got curious.

I’m writing about it.

I’m likely to tell someone who it is for about it.

I would say it was effective.

The product is not for me, but maybe the brand is.

So, dear curious reader…

If you are marketer (and we are all marketers), you know the importance of being clear about who your product is for. But…

Is there growth potential in who your product is not for?

If you were to consider the types of people that won’t use your product but share your brand values, could they be unlikely sneeezers?

I’m not a dairy, gluten, nut free kind of person, but when I meet someone who is, guess what. I’m going to ask them if they’ve tried Oatly Oat Milk and suggest they check them out.

Achooo!