Today I want to talk about one of the most common and most dangerous assumptions that marketers make. Every day. It’s one that sneaks by many of us. After you read this column, I’ll bet you will catch yourself doing it this week, just because you are more aware. It’s that insidious.

No matter who your audience is — little old ladies, CEOs, bald men or attention-craving teens — you will apply a filter as you craft the message. It’s a filter that has no business being there. The filter is you. Does the ad speak to you? Would you buy? Do you like the colors? Would it motivate you to vote? Is it too bright or too busy or too anything for you? The answer to all these questions is … it does not matter!

I have sat in a meeting and watched a 40ish man argue passionately that he would never pay attention to the headline of an ad aimed at 14- to 18-year-olds. Guess what. Who cares if he would pay attention to it? He is not the intended audience. The reality is, if he liked it, the kids probably would not.

So what’s the remedy for this? Know your audience. Really know them. Don’t make any assumptions. You may think you know them, but even if you actually are in the target audience, you only know you. Many people think that their opinions mirror those of their peers. But that’s not the case. Do not let your gut alone make messaging decisions for you.

Do the market research and your homework so that you can step into their shoes. That’s the only way to get you out of yours.

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.