Whether Targeting Consumers Or Resellers Marketers Need To Focus On

Okay, let's get something straight. We all know the marketing mantra: "Know your audience!" Brilliant, right? But here's my potentially unpopular opinion. Ready for it?

It doesn't REALLY matter if you're selling to consumers or resellers. Gasp! I know, I know.

Hold on, hear me out before you sharpen your pitchforks. I'm not saying demographics are irrelevant. I'm saying the core principle stays the same.

The Great Audience Illusion

We get so hung up on labels. Are they consumers? Are they resellers? Does it really matter that much?

Both groups are still… wait for it… PEOPLE! They have feelings, needs, and desires. Mind. Blown.

Think about it. A reseller isn't some emotionless robot churning out profit. They're trying to run a business, pay their bills, and maybe even take a vacation someday.

The Reseller "Persona" - Is it Real?

We create these elaborate "personas" for resellers. Spreadsheet Steve. Marketing Mary. But are they actually real?

Sure, understanding their business model is important. But don't forget they're also scrolling through Instagram and binge-watching Netflix after a long day. Just like your average consumer.

They're looking for solutions, just like everyone else. They might need a product to resell, but they also need a product that’s going to be easy to market and satisfy their customers.

The Human Element: Key to Marketing

So, what should marketers focus on? Connecting with the human element, plain and simple.

Instead of thinking "B2B" or "B2C," maybe we should think "H2H" - Human to Human. Yes, I just made that up.

What problems are you solving? How are you making their lives easier or better? How are you making them feel?

Appeal to the Universal Needs

Everyone, regardless of their buying habits, wants certain things: Value, Quality, Reliability, and Good Customer Service.

A consumer wants a product that works. A reseller wants a product that works and that their customers will love.

See the connection? It's all about satisfying those fundamental needs.

The "Unpopular" Marketing Tactic

My "unpopular" marketing tactic? Talk to people like they're... well, people.

Forget the jargon. Skip the corporate speak. Be authentic and relatable.

Tell a story. Make them laugh. Show them you care. Build a genuine connection.

Building Trust, One Human at a Time

Trust is the ultimate currency. Whether you're targeting consumers or resellers, trust is what seals the deal.

Be transparent about your product. Be honest about its limitations. Deliver on your promises.

People can spot a fake a mile away. Authenticity is king (or queen!).

So, Consumers or Resellers? Doesn't Really Matter

Look, the details matter. Pricing strategies, distribution channels, and marketing collateral will differ depending on your audience.

But at the heart of it all, remember that you're communicating with people. People with hopes, dreams, and the occasional bad hair day.

Focus on building relationships, not just making sales. That's my (probably) unpopular opinion, and I'm sticking to it!

And by the way, if Seth Godin or Gary Vaynerchuk reads this and disagrees, I’m happy to have my mind changed. But until then…

Let's all just try to be a little more human, okay?

“Marketing is no longer about the stuff that you make, but about the stories you tell.” - Seth Godin