I was writing a presentation deck yesterday and I used the C Word. Actually, I used it a lot. Look…I know better…but it has become so automatic to call people Consumers that I just did it.
The funny thing is that when I don’t use the word in a presentation and use people instead, it actually looks like I’m forgetting that this is about advertising. So I try to define what kind of people we’re talking about, based on why they use, or would use, the product. They may be true believers, fun fanatics, or truth seekers. Whatever their reasons are,…
