Consumers are smarter than you think.
Source: HubSpot
David Ogilvy is famously quoted as saying: “The consumer isn’t a moron; she is your wife.”
Ogilvy built his advertising empire upon deeply understanding his target audiences. Although his comment may be dated, the core principle holds — your customers are smarter than you think. It will only serve you to do extensive market research under the assumption that your customers are doing their research, too.
The rest of Ogilvy’s advice follows from this central idea — he recommends speaking the language of target consumers to be more persuasive, keep your advertising informative yet clear, and above all, respect your audience’s time and intelligence.