Posted tagged ‘target markets’

Marketers: There are seven separate intelligences

October 9, 2007

The Education Coalition, a non-profit agency that delivers web-based learning, contains a treatise on cognitive research from Howard Gardner of Harvard that postulates there are seven distinct intelligences.

People, he says, know the world through language, logical-mathematical analysis, spatial representation, musical thinking, the use of the body to solve problems or make things, an understanding of other individuals and an understanding of ourselves.

But individuals differ in the strength of these intelligences and in the ways in which they are used for learning.

This isn’t just some cognitive theory of interests to academics or educators. Anyone attempting to deliver information to influence opinion, behaviour, or thinking in general — that means marketers and communicators — should take note as well.

It means that your messages have to be framed in many ways if they are to hit their mark.

Most of us are used to linguistic learning — the effective use of words, whether spoken or in print. It’s the basis of most advertising and public relations. But not everyone is comfortable with that system.

Others, like architects and sailors, think in terms of physical space; dancers and surgeons think in terms of bodily-kinesthetic; many today are sensitive to rhythm and sound; several today understand by interacting with others; some initiate understanding by relating to their own interests and goals; many, such as scientists, lawyers, and engineers, think conceptually or abstractly.

This means that every marketer and communicator today has to intimately understand the targets for their messages. If your target market is technology people, you may want to consider using visual-spatial, or logical-mathematical styles; if it’s athletes or other people who are in tune with their bodies, you’ll want to use the kinesthetic approach.

Those of us who don’t have such extreme targets might want to mix several kinds of styles in order to capture the majority of people. For example, combine words with visuals with sound with interpersonal interaction (i.e. social networking).