This site is about ONE central idea:
“Easify” the customer decision process:
It’s The Secret Key to Marketing Success
- Customers are overwhelmed by information overload.
- So they usually choose the easy-to-decide-on product, not the best.
- So, the key to marketing is to make it easier to decide on your product than the competition’s.
Conventional marketing: make the product look more desirable.
My approach: Eliminate the decision blocks.
A little more detail: Every decision path has several major stages. Think of them as hills to climb:
Status quo → finding you → learning about you → culling → weighing → sorting → evaluating → comparing alternatives → justifying trial →trying → buying → using → fixing → teaching → recommending → evangelizing.
On each of these hills, there are many obstacles:
Questions, qualms, issues, confusions, uncertainty, misunderstandings, distractions, competitor counter-information, fog, effort, time wasters, information overload, distrust and many other stumbling blocks.
If they stumble enough, they pause, flounder, go home or find another product that’s easier to fathom. It’s at these hidden obstacles that you’re losing most of your potential customers.
They’re mostly hidden because you are an expert who doesn’t see how difficult it is to understand and get past these obstacles. You see it as a smooth path, they see it as a bumpy, hilly obstacle course.
Your job is to identify these friction points and get people past them. In this day and age, you have to do it — not only by being more persuasive — but by making every step and stage of the decision process easier. Give them shortcuts past the hills.
Conventional marketing tries to be more persuasive: to make the case better that this is the more desirable product.
My approach is to remove all possible obstacles. Only sometimes does this involve tuning up the persuasion. Usually, this involves getting finding and eliminating the many ways that you have inadvertently made it difficult to understand, try, buy or talk about the product. Every click. Every unnecessary word. Every distracting graphic. Everything that doesn’t clarify. Everything that isn’t from the right source, in the right medium, in the right form, at the right level of detail, in the right sequence, for the right kind of customer.
This is a different approach to marketing that has caused record-breaking sales increases.