Do You AssUMe Too Much About Your Prospects?

Organic Growth Coach

I recently had a wonderful revelation about target marketing and getting to know who you are working with.


I was facilitating our SW mastermind on the Milwaukee Business Professionals MeetUp and we had the distinct pleasure of meeting the day after Christmas. I could have canceled the meeting, but just hate it when people do nothing, because maybe somebody might be busy because of … (insert good excuse here) the holidays, its summer, or whatever they can dream up.


I was not surprised to have a few Jewish individuals attend since they didn’t have any conflicts for the holidays. We had a lovely discussion as always that always goes in all sorts of interesting directions. As people were talking about their daily activities, Lisa mentioned she drove their kids’ carpool yesterday and traffic was really light because of Christmas…. Whoa, what do you mean? Your kids went to school on Christmas?! Her response was of course they did, it’s just another day and they go to a private Jewish school in the north shore.


Just then I realized my ignorance and the fact that I had made assumptions based on my own experiences, not those of the person I was speaking to. I grew up in a traditional Christian family that celebrated Christmas. I just assumed the whole world shut down and non-Christians must be really bored on Christmas.


I recalled learning about the different states of competence years ago during a coaching session. I believe it went something like this;

Unconscious Competence= You have mastered the skill and can do without having to consciously concentrate on it.

Conscious Competence = You recognize your understanding of the skill but it’s not second nature yet

Conscious Incompetence = You are aware that you really don’t understand the skill yet

Unconscious Incompetence = You have no clue why you should know what you don’t yet know


I have clients who are Jewish and always wondered what they did on Christmas, but I guess I never took the time to ask or understand. It’s really no different when small business owners are target marketing and they just put out marketing messages based on assumptions. When was the last time you REALLY got to know your Perfect Clients? Have you taken the time to identify what your perfect prospect looks like? Once you identified them, did you ask them to help you understand them by sitting down and having a conversation to get to understand their motivations and passions on a deeper level?


I have noticed most people are happy to talk about themselves with very little prompting. If their personality type is more private, you might try being brutally honest about some belief you hold and open yourself up. Most people I’ve met find my brutal honesty refreshing and it helps break barriers down to add to their comfort level.


According to wikipedia; The Four Stages of Competence


  • Unconscious incompetence
    The individual does not understand or know how to do something and does not necessarily recognize the deficit. They may deny the usefulness of the skill. The individual must recognize their own incompetence, and the value of the new skill, before moving on to the next stage.[2] The length of time an individual spends in this stage depends on the strength of the stimulus to learn.[3]
  • Conscious incompetence
    Though the individual does not understand or know how to do something, he or she does recognize the deficit, as well as the value of a new skill in addressing the deficit. The making of mistakes can be integral to the learning process at this stage.[4]
  • Conscious competence
    The individual understands or knows how to do something. However, demonstrating the skill or knowledge requires concentration. It may be broken down into steps, and there is heavy conscious involvement in executing the new skill.[3]
  • Unconscious competence
    The individual has had so much practice with a skill that it has become “second nature” and can be performed easily. As a result, the skill can be performed while executing another task. The individual may be able to teach it to others, depending upon how and when it was learned.



From <>


So when you are targeting your own marketing efforts, do you ASS-U-ME you understand what’s really going on with your prospects? I still remember back to one day in high school in Flo Cootware’s math class. She wrote the word “Assume” on the board and told us the story about how everything must be proven, otherwise it makes an “A$$ of U and ME. We laughed pretty hard, but she made a point obviously because that was the late 80’s and I still vividly remember.

What are you doing to stand out in your clients’ minds?


Organic Growth Coach = Karin Conway =

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