A Diverse Set Of Problems

Seems that nearly everything I’ve read lately has focused on the need to communicate one-on-one with consumers, engage them, have a conversation with them. Is that at all possible with mass marketing?

Let’s try an experiment. I want you to form a mental image of “Joe Sixpack.”
Advertising people talk about “Joe Sixpack” all the time. But what does he look like?
Picture him in your mind. Look away from the screen until you’ve got him pictured…then come back and read the rest.
Got a picture?
OK. Now…let me ask you a question:

For the rest, you’ll have to read my new column on Talent Zoo.
If you’ve got any better ways advertising and marketing can treat and depict people as individuals, not target markets, I’m all ears.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.