But, I realized that the problem is bigger than demographic differences.

It can be frustrating to talk with someone who is responsible for their company’s marketing. They frequently hold up examples of marketing they have been affected by as examples of what they want to do — ignoring the other 98% of the marketing activities they have been exposed to but didn’t notice.

One question is why would a marketer go after people like themselves, but ignore buyers not like themselves who want their company’s products? And, why would a marketer not even notice practically all of the advertising and promotion around them?

Most executives and marketing managers find themselves in a situation where they are responsible for marketing — but without the benefit of the training or experience (or both) to understand the marketing principles and strategy development that can make marketing tactics be much more effective.

The marketing gurus Peppers and Rogers frequently say “treat different customers differently.” But, that assumes the marketer can see, understand, and empathize with potential customers different from themselves.

This situation creates an opportunity to help other marketers broaden their thinking and understand why all customers buy, and what makes good marketing work — which, I’m sure, was the point of your piece.

But now I’m encouraged to redouble my efforts by advertising in the pubs and online spaces they frequent. Hope it works!