We listen in order to gain an understanding…and once we understand we can then engage by using what we first listened to and gained an understanding of. It’s not that complicated and yet some of us still get it wrong!
Today in class the main subject was Listening, surprise surprise, ha-ha! But anyways, listening is the #1 principle to figuring out what people want. I feel as though, it might sound simple, BUT.. it can get complicated because what if you interpret what you just listened to, wrong? I mean…it does and can happen! Take for example, the Motrin case. The ad that was released to the public was an online ad about, “Baby wearing” and totally offended the target audience! (MOMS!) I think that, probably, is the worst audience you can make a mistake with and make upset.
The major error in the Motrin case, in my opinion, is how well (or UN-well in this case) the listener did NOT listen to the target audience. But who knows! Maybe Motrin needed some publicity and used this as a strategy to get some attention and free press. But all-in-all, I think the problem lies with the choice of words used in the ad itself. Who would ever write a professional ad saying, “Supposedly, it’s a real bonding experience”, “I mean, in theory it’s a great idea” or even “Wearing your baby seems to be in fashion.” I think the wording in the Motrin ad played a huge role in the reason why the target audience was so upset. Re-wording the statements would help out a lot I bet! I would take words such as Supposedly and switch it to- “In fact, it’s a real bonding experience.” I would change the words In theory to- “I mean, having 3 hands is always a great idea.” Finally, the worst one of all, I would change fashion for- Wearing your baby seems to be convenient.
Most of us know the saying “Its not WHAT you say, it’s HOW you say it!!” Down below I shared a link that can be viewed as an example of how trueee that statement really is, and I bet it could have saved the Motrin ad from that whole messy situation: Copy and paste thisss—-> http://www.bbcamerica.com/mind-the-gap/2012/08/09/10-things-americans-say-and-what-they-really-mean/
I don’t think anybody would EVER make these statements if there was some research done on their target audience to find out what they wanted, or if they cared about their work and its reputation. In addition, I don’t think this mistake would have happened in the first place if listening was the first step taken in this transaction from the get-go!