For those of you who haven’t heard about the recent Motrin Mommy Mess, here’s a little background:  Motrin put out an ad about baby-sling wearing moms, then much to their shock and awe the exact community they were trying to court lashed out like your own mom would have if you had, say, put the cat in the microwave.

The controversy has, in itself, created controversy along the lines of, “What’s the big deal? Why don’t you all just chill out?”

Not surprisingly, the Just Chill camp seems to be comprised of non-moms, and that’s a lot of people, so let me explain the wrath of moms and in the process, explain a bit about how to understand the communities you target.

Motrin was trying to say, “Hey Moms, we’re one of you.” But there was NO WAY IN HELL that a real live mom participated in the making of this ad.

How do I know? Because for any actual mom to like the ad, they’d have to believe that they themselves are such slaves to fashion that they’d sacrifice their physical and emotional health just to LOOK like an “official mom.”

So what happened?

Motrin clearly knew nothing about their target community so rather than showing empathy they revealed themselves as douchebags just looking to scheme a few bucks from an easy mark.

The lesson here is this:

Fake sincerity will F**K you up. So if you can’t muster up sincere sincerity for a target community, DO NOT TARGET THEM.

Think about it, wouldn’t Motrin’s ad team have been better off targeting arrogant, young-professional douchebags?

To prevent the Motrin Mistake in your own business, target what you know.  If you try to fake it, you will fail. BUT if you focus your efforts squarely on the communities you know and love, you’re pretty much guaranteed to kick ass.

And if you want to target other groups, like young-professional douchebags, hire Motrin’s agency. I’m sure they’re looking for work right now.

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