Volume 137
Opinions R Us (and What You Can Do About It)
Understand word of mouth and how your business can benefit from it.
Let’s face it. You may be crooning honest-to-goodness marketing truth sans any shred of hype, but these days that can amount to little more than hollering in a windstorm. What do the plugged-in, tuned-in folks making a buying decision today usually do? More often than not, they consult the opinions of other folks who are much more likely to communicate what really matters to them.
Word of mouth is a powerful beastie that doesn’t submit to your business concerns. It is a communal watchdog that looks out only for your patrons.
Is that good for them and bad for you? It doesn’t have to be!
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Read the entire newsletter: Volume 137
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Written by:The Grok
How Much of My $1000 Rock Climbing Gear Budget Do You Want?
Don’t sell yourself short by misunderstanding your customers’ needs.
Perhaps you’re improving your conversion rate. That’s nice to hear! And perhaps you’re removing some stumbling blocks and giving your customers a little more of what they want when they want. Way to go! But the big question is: are you really digging deep and going beyond your customers’ basic motivations?
We persuade most effectively when we understand the context of where our customers are coming from. Not just from tangible directions like TV ads or banners or emails, but also the intangible directions that depend on the nature of their experience with your product or service or area of specialty. How might they want to use what you sell or do? Are they ready for the whole nine yards, or the best of the best? Or are they dipping their toes?
Want to see what I mean? Let’s start with the premise that you can’t sell me rock climbing gear the way you sell me ski equipment.
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Written by:Melissa Burdon
