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We all have confirmation bias: we tend to only seek out and remember information that confirms what we already believe to be true. This also means we tend to reframe, ignore, or dismiss information that goes against what we believe. As marketers, sometimes we focus too much on what our audience doesn’t know without thinking about what we’re blind to.
As much as you believe in your product or service, need to disconfirm as much as you can so that you’ll anticipate all of the pros and cons that will be coming at you from the marketplace. Acknowledging and anticipating your audience’s objections will allow you think more thoughtfully around them and develop responses to them, not just in your message but in your product or service itself.