We’d like to think that all customers are intelligent, using their keen powers of observation to weigh out the available options and choose the one that makes the most sense given their particular needs.
We’d like to think that clients utilize all the available resources they have, comparing and contrasting the positive and negative attributes between competitive offerings to choose the one that’s the best.
We’d like to think that there’s a whole lot of brain power at work here, and that if we can simply demonstrate to our potential audience that, logically, we’re the better choice, then we’re going to get their business.
But, alas, we’d be mistaken.
For all our pie in the sky dreams, rationalizing that people make sound decisions based on details and incontrovertible evidence, the fact is that most of them don’t.
It’s all about who’s got the flashiest sign, the catchiest landing page, or the coolest cartoon character dancing their way across the home screen.
Always has been.
Always will be.
While there’s nothing wrong with being at the top of the list when it comes to quality, we can’t forget that we need to have a dancing monkey.
It’s all marketing.
Adjust your expectations accordingly.
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