Why does business marketing work so hard to ignore the fact that we’re all human?
We put buyers in buckets. Doctors are different from teachers. Teachers are different from engineers. Engineers are different from financial analysts.
Sure, buying groups differ in lots of ways, but even doctors cry at weddings, cut loose at rock concerts and love their country. They respond to the same emotional drivers that impact all human beings.
What’s more important than our differences are the many ways that we’re alike. Those commonalities are powerful forces to tap into.
People are, after all, people.