When a business is family-owned, you may be wondering if it makes sense to let customers know about that fact, perhaps because you worry that it would make your company seem small. However, it turns out that there are some distinct advantages to letting customers know that your company is owned and run by a family. Are you curious why? Read this blog to find out!
Jennifer Dublino is a prolific researcher, writer, and editor, specializing in engaging
and informative content. She has written numerous e-books, slideshows, websites,
landing pages, sales pages, email campaigns, blog posts, press releases, and thought
Topics include consumer financial services, home buying, and finance, general
business topics, health and wellness, neuroscience and neuromarketing, and B2B
industrial products including RFID and safety equipment.
In addition, she has extensive experience researching subjects in a variety of
industries and has written over 50 industry reports on industries as diverse as
accountants, department stores, florists, plastic surgeons, and zoos.
She is an internationally-known expert in scent marketing, fragrance, and sensory
marketing and has been cited in over 30 academic papers and media including the
New York Times, Advertising Age, Forbes, Reuters, Bloomberg Businessweek and
She lives in Boca Raton, Florida with her husband, Tony, four of her five children,
three dogs and a cat.
You may have heard the phrase “If you build it, they will come.” This assumes that the marketeer knows best and the market will recognize this and come to buy. If you, the marketeer, are in love with a product, it’s natural to project that love onto your target audience. However, it may be the right product at the wrong time, or just a product that doesn’t meet customers’ needs.
Marketing managers are only human, and humans have their own personal preferences. These preferences can become a problem, however, when they project them onto a target market that may or may not share their preferences. As a result, they may miss out on capturing sales for a product that really resonates with their audience, while they focus on marketing something that is not as appealing to their prospects. This tendency is called the false consensus effect, or FCE.