One of the biggest challenges for any marketer is when Ego gets in the way of understanding what your customer is really thinking. All those pounds or dollars (or whatever) you’ve invested in your marketing are wasted because you’ve forgotten how to listen.
It’s something most of us do at some point.
Check out this excellent blog post by John Carlton. Yes, it’s true this post is there to get people to sign up to John’s Simple Writing System (now closed – possibly for ever). But he’s one of the best marketers in the business, the copywriter’s copywriter, mentor to starts such as Frank Kern, Rich Schefren, Perry Marshall… the list is endless. So when he has something to say about how we sabotage our marketing efforts, it’s really worth listening to.