The brain is an amazing piece of biotechnology. Your eyes each have a blind spot. It’s an area right in front of your eyeballs that the shape of the cornea prevents you from seeing. It’s not right in the middle, but it’s in an area you’d never guess you couldn’t see.
The reason you don’t realize you have a blind spot is because your brain addresses it. It takes input from both eyes, and fills in the blind spot with what should be there.
As marketers, you have a marketing blind spot as well. Only your brain isn’t addressing that one, and it can lead to disaster.
“It’s the greatest danger facing every single marketer in the room today,” said Flint McGlaughlin, founder and managing director of MECLABS Institute, during the opening keynote of the annual Marketing Sherpa Summit, held this week in Las Vegas.
I had the good fortune to attend this year’s show (It’s a great event!) and I think McGlaughlin found a good way to explain a way of thinking that’s been plaguing marketers for as long as I’ve been covering them.
The Marketers Blind Spot
It’s one thing to be told you have a blind spot. It’s quite another to see it in a room full of marketers. McGlaughlin showed creative treatment after creative treatment — emails, landing pages, shopping cart pages — and he asked the marketers in the room which one they thought would do better in a test.
I got half of them wrong.
In repeated testing that MECLABS has done in its case studies and research, “72 percent of the marketers chose the wrong treatment,” claimed McGlaughlin.
It’s a problem he’s been seeing for years, one of the key findings from the years of research MECLABS has done.
“The more expert we become as marketers, the less expert we become as consumers,” McGlaughlin says. “Something connected to that observation is at the heart of our problem.”