This was originally posted 5 years ago. Opinions, facts and reality may have changed.
“The man on the Clapham omnibus is a hypothetical ordinary and reasonable person, used by the courts in English law where it is necessary to decide whether a party has acted as a reasonable person would – for example, in a civil action for negligence. The character is a reasonably educated, intelligent but nondescript person, against whom the defendant’s conduct can be measured.” (Wikipedia)
We’d all do well to remember the apocryphal man on the Clapham Omnibus. And should never forget that the marketing material we produce is meant for him too.
Working in B2B marketing, the chances are that your “man” may be a specialist in the thing you’re selling. And, well, he might know the ins and outs of the acronyms you use on a daily basis. But don’t forget that his very specialist business role doesn’t define everything about him.
He’s also a normal bloke. With normal bloke issues. He’s more than just an expert in, for example, mechanical engineering. He could also be a father. A husband. A keen fisherman. A weekend rock star with his covers band. It is all these things combined that make him who he is.
He’s not just a customer for your product. He’s a living, breathing person. So develop marketing material that speaks to the whole person.
People buy from people.