“If They Only Knew What We Know” is the Wrong Way to Think About Marketing

“If only they knew what we know.”

That’s a really enticing concept. The idea that if people simply knew what we did then they’d do what we do.

“If I could just show them, if I could prove to them, if I had the chance to explain…”

The idea that if people would read our brochure or watch our webinar then they’d get it. They’d understand why they should buy locally made furniture instead of shopping at IKEA or why low investment fees are so important. Then they’d buy our product or sign up for our service.

It’s easy to get hung up on this and to think that’s what marketing boils down to.

The problem with this is that humans aren’t rational creatures. As much as we’d love to believe otherwise, we don’t make decisions based on facts and long-term outcomes. The sooner you understand that as a business and therefore a marketer, the better.

Because even if they knew what you know, they’re not you.

They see the world differently. They don’t believe what you believe and they don’t care about the same things you do.

So you have to start with where people are. With not just with what they know or don’t know, but with what they think and feel and believe about themselves and the world around them.

If you want someone to listen you have to earn their trust. And if you want to earn their trust you have to empathize with them. You have to show them you understand where they are now and where they want to go.

If you hope to change someone, that’s where you have to start.


Don’t mind me, just snooping around construction sites… Taken at Regent Park in Toronto this past spring. 

About the author

Kate Smalley

Kate is a marketer, maker, and freelancer living in Toronto. She works with small businesses to help them narrow in on their purpose, share their ideas, and tell their story.

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