When evaluating marketing content and creative, business owners frequently fall into the trap of imagining themselves as the target audience. Big mistake!
When developing a message, good communicators routinely engage in a highly unnatural act: they stop thinking like “Me” and start thinking like “Them” (their target audience). “Me-think” can sabotage your marketing efforts when you assume potential customers know and care about company insider jargon (often, they don’t) and when you assume your audience shares your personal tastes and aspirations (they may not.)
Only when you stop reacting to ideas as “Me” can you communicate with “Them.”