Too often, marketing goes off course not because the audience was unknown, but because they were misunderstood.

You might know the age range, the zip codes, the job titles. You may even have a decent idea of their buying habits. But if you’re basing your messaging on assumptions—especially unspoken ones—you’re still at risk of missing the mark.

That’s because marketing success hinges less on demographic data and more on attitudinal insight: how your audience sees themselves, what they care about, and how they describe their world.

This is where most campaigns falter, not in strategy, but in subtle disconnects of language, tone, or focus. You think you’re speaking clearly. But to them? It doesn’t sound quite right. It doesn’t feel like you’re talking to them.

That’s why pressure-testing your assumptions is so critical.

Here’s how to do it well:

1. Ask “Would they say it this way?” and be brutally honest.

If your message includes words like “optimize,” “solution,” or “value-added,” pause. Is that how your audience talks? Or is it how your industry talks about them? Rewrite until your copy sounds more like their voice than yours.

2. Gut-check your message with someone outside your bubble.

Share your campaign with a trusted outsider, ideally someone who resembles your audience more than your team. Ask:

• What does this mean to you?
• Who do you think this is for?
• Is anything confusing, boring, or out of place?
  

3. Don’t rely solely on personas; instead, use real people.

Personas are incredibly useful, but they’re often composites built on averages. Real insights come from listening to actual customers. Consider short interviews, casual conversations, or even social media comment threads. Look for patterns in how they talk about their problems, not just the solutions they say they want.

4. Try small before you go big. 

If you’re launching something new, test it first. A Facebook ad, a short email series, or even a direct message can provide immediate feedback. Let response rates—and qualitative reactions—guide your refinement.

In the end, thinking like your audience means being curious enough to doubt your own certainty; relying on facts, not folklore. 

And that curiosity? It’s one of the most powerful marketing tools you have.