Do you remember a couple of weeks ago when the wizard told advertising salespeople, “The inexperienced account executive allows the patient to diagnose his own disease, then prescribes treatment under the mistaken illusion that the patient’s self-diagnosis can be trusted. If medical doctors did this they would go to jail.”

“The treatment – the copy and the schedule – is the easy part. The diagnosis – the strategy – is the tricky part. A quick glance at the symptoms does not prescribe the cure.”

The successful diagnostician knows the truth of a statement is not determined by the sincerity of the speaker. In other words, a deeply sincere, passionate client can easily be wrong in their assumptions.”

I’m betting you’ll find a number of facts in this short video that cause you to re-think some of your most fundamental assumptions about targeting. Yep. Sometimes that wizard knows what he be talking about.