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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Is your marketing and sales pitch off target?

Consumed => “Getting Customers to Choose You” by Art Markman on HBR.

http://blogs.hbr.org/cs/2011/07/getting_your_customers_to_choo.html

=> My value add (i.e., left a comment)…

Interesting. It’s as if to say be innovative but not too innovative – at least not from the buyer’s perspective. This might be up there with the thin line between love and hate, eh?

I’d like to add, that given these facts, it might be helpful to consider how new/different features are framed, as well as the how audience might impact the message. For example, it might make sense to group a new feature under a heading with other known and appreciate features. So instead of listing “Webcam” off on its own under “What we have that they don’t”, maybe it would actually have more impact under the heading “Input/Output devices. (Note: Admittedly, this example is weak in terms of verbiage. Please forgive me. I hope you get the general idea.)

That being said, if the target is first/early adopters then “feature shock” might be a plus and not a minus. My mum might not want new fangled X. She might not want to deal with configuring it, learning to use it, etc. On the other hand, my tech savvy colleague might be solely focused on the shiny new object. My point being, one size (of marketing and sales pitch) in all likelihood does not fit all. One man’s gold is another mum’s trash.

In addition, of course, there’s the classic, don’t talk about features, talk about the problems they solve. But this too speaks to framing. “Video chat with distant relatives” probably sounds more appealing than “Built in webcam.” Or “Detail rich resolution” better than “1,000,000 megapixel.”

And finally, differentiation is a marketing myth IMHO. Yes it helps, but only if it matters to your target(s). “We’re green and walk on all fours” might differentiate you but unless it’s an attribute your target desires it’s a pointless statement to make. “So what?” is not the idea you want to plant in their heads.

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