Many people incorporate diversity into their marketing; their procedures; and their hiring practices because they need to get a government contractor because it is the “right” thing to do.
You can justify this for one of these reasons. But there's another equally important reason: It makes business sense.
In fact, there are many types of diversity: culture, race, gender, and language, to name a few. This month we're going to talk about another type you might not have considered: The diverse tools that help in targeting and communicating with your clients are not based on any of the common factors raised but on the nature and level of their education.
Maybe your customer has a doctorate in a very specific discipline of chemistry or hasn't even graduated high school. You may have received specialized technical training or conducted research in the Australian outback.
And of course, formal education is not always an accurate indicator of intelligence. We all know people who are direct students in school but lack common sense. We also know people who don't understand physics but can play the piano by ear without any prior training. There are still others who may not have artistic inclinations but are very eloquent. Your customers can have a wide spectrum of intelligence in both strengths and weaknesses.
You can make a serious mistake by underestimating or overestimating the level and nature of your customers' intelligence. For example, promoting a piece of art with a long, rambling copy is unlikely to suit this audience. Neither will explain the principles of electrical engineering that apply if the properties of circuit breakers are described in a power supply catalog.