Forget engagement, relationships, social media, permission marketing and all the other fads, myths and marketing hype.
The key to successful marketing is making yes decisions easier for the customer. I’ve been saying this for decades! Now, it has finally been validated by a formal study. See the Forbes article: Marketers Have It Wrong: Forget Engagement, Consumers Want Simplicity.
Of course, I don’t need a study. I’ve applied this principle to help some companies create hundred million dollar sales increases, and one billion-dollar sales increase (Prilosec®).
As you read the article, beware of the common mistake the authors make. They blur the crucial distinction between “easy” and “simple.”
The Difference Between “Easy” And “Simple” And Why It’s Important
Promise: In this article, I will help you learn how to help your customers make YES decisions more easily, whether your business is large or small, and whether you sell a product or a service. That’s my promise.
First, here’s the difference between simple and easy.
The opposite of simple is complex.
The opposite of easy is difficult.
Simple, not easy: you are on safari, deep in Africa. Your guide says, “We are out of your Western food. What would you like for dinner tonight, worms or beetles?” This is a simple [non-complex] choice, but not easy. Product sellers do this all the time when they ask customers which added features they want, or whether they want Model A or Model B. Most of the time, customers have no idea what the difference really is, and if that difference is worth the price difference.
Easy, not simple: For example: the route from my house in NY to my friend’s house in Boston is extremely complex. It can’t be simplified. But my turn-by-turn navigation system makes the still-complex route easy, but not simple. When I use my GPS system, it just tells me to “turn left ahead.” It’s very easy and I end up where I want to go, with just as much complexity, but a minimum of difficulty. The same method works well in marketing. The trick is to keep each step small, simple, easy and fun, with plenty of guidance, feedback and rewards. Are you acting as your customer’s turn-by-turn decision navigator, his GPS? In every category, the company that does it best wins.
If you blur this distinction, you will concentrate on making things simple, which is only one method of making things easy. And, it’s easy that you want.
Your job when marketing your product, service or idea is to help the customer’s decision-making process easier. Implementing even just the first three simple, easy steps I’m about to recommend here will increase your sales substantially. There are plenty more, so stay tuned. If you are getting this as a forwarded email, go to www.mnav.com and sign up for my newsletter with the upper right form. You’ll also get the 10 Yesses report that you might have heard marketers discussing. [Another example of making things easier!]
The Three Best Steps That Will Explode Your Sales Immediately
Step 1. Look at the materials or other place where your customer first encounters your product, service or idea. Insert into all materials – or put a sign on the wall – that offers your equivalent of this incredibly effective, simple, clear, easy to understand promise: “If you [use/buy/prescribe/recommend] my product, I promise you that you will get …” Make sure it’s a benefit. That means, your product will make their life better in some specific, measurable way, whether it’s 15 minutes to change their oil or fresher bread or, as in my case, more sales faster by making customer decisions easier. The “Promise + Benefit Combo” has been a marketing staple for over 100 years, but it’s astounding how often a simple, clear, easy to understand promise or claim is missing. Make sure you’ve got yours up front and center. Chances are, it’s not. Mine is after the 4th paragraph above in boldface type.
Step 2: Go through the materials (such as web pages) or events (such as sales calls, demos, slide presentations, etc.) with a machete. What is your customer supposed to read or ingest into their brain as they try to navigate the path from interest to evaluating options, to learning about your product, trying it, buying it, learning to use it, etc. Pay attention to where they are dropping out or slowing down and take out at least 5 paragraphs that are not essential. More if you can get yourself to do it. Ruthlessly cut, which is one way of simplifying, which is one way of making things easier. You’ve seen many web sites that are distracting and cause you to lose interest. Make sure yours isn’t one of them! Don’t believe me? Test the simpler version against the earlier, more complicated version and see how your sales convert. If something essential really is missing, you’ll find out quickly because people will ask questions. But, before you do, there is one thing I want you to add:
Step 3. Repeat your simple, solemn, beneficial promise in every place where it can reasonably be inserted without looking ridiculously repetitive. Make sure your materials support why the promise will be fulfilled.
To follow my own advice, I can make this entire article even easier for you to implement:
Make a promise. Cut everything else to the minimum communication required to support the promise. Rinse and repeat. Less is more.
Do it, with one thing, anything, NOW.
Let me know what happens.
The title above is deliberately ambiguous. I mean both meanings:
(1) It’s very hard to make things simple. And, it’s very complicated to make things easy.
(2) The difference between simple and easy: After running out of food, the guide asked, , “Would you like worms or bugs for dinner tonight?” Simple, but not easy choice. (2) Following turn-by-turn navigation on a complex route via a dashboard gps system: complicated, i.e., not simple (not uncomplicated), but very easy).
For now, I’ll spare you the photo of bugs, worms and a map with and without a route marked. (Map without route, complex and hard. Map with route marked on turn-by-turn gps system, just as complex but now easy.)
It’s an important distinction because most people think that the way to make things easy is to make them simpler by removing parts. That’s ONE way. But there are many others. The route drawn on a gps device is actually adding complexity, but making things easy. In marketing, what you want is decision easification. [Wish there were an easier way to say it! 😉 ]
Why don’t some people and organizations simplify and easify their messages, products, directions, etc.?
I’m beginning to think that it’s not that they don’t want to, or don’t understand the value of simplicity and ease. I suspect that they might actually be incapable of simplifying!
Can people who understand the power of ease and simplicity, who devote large amounts of resources to these pursuits, actually be incapable of simple and easy product design, web site design, communication, structure, etc?
I’d like to raise some questions and share some musings.
I won’t bore you with the complexity, but I’ve just been sensitized to this issue in struggling to move my web site to another supplier that gives the site more speed and ease of use. I’m also switching from Drupal to WordPress and moving my mail to Google Apps Mail. So, I’m attempting to do three major switches that all have to be done at the same time. What’s important to you is that I’m learning some important life lessons and questions about Ease and Simplicity (EAS) that I thought I’d share.
You don’t have to know what they are, but WordPress and Drupal are programs for managing the content of web sites like this one. WordPress is a dream, written totally from the point of view of the user. They really understand ease and simplicity. Drupal gets the need for ease and simplicity, but they have been unable to implement it, even when they just spent years on a massive crusade to make it more user friendly.
It’s a fascinating mystery to me why some organizations like Microsoft and Drupal understand the need for ease and simplicity, but seem epistemologically unable to do it despite intense efforts. I’m not talking about the old Microsoft, which didn’t have a clue about simplicity. I’m talking about the present, hip Microsoft which desperately seems to want to simplify and make their products easier to use. There are Google, Apple and WordPress, sitting out there as outstanding examples of simplicity, dominating their markets, the most successful organizations on the planet, with everybody understanding that Ease and Simplicity (EAS) are major keys to their success, with everyone trying to emulate them, and no one able to.
Why can’t fabulous organizations, with amazing resources, copy the Ease and Simplicity that they know they need, that competitors have demonstrated are successful? It’s not that they don’t have the resources, attitudes, will, knowledge or desire. It’s not that it cannot be done: Adobe is a shining example (the only one I can think of at the moment) of a company that had hopelessly complicated products with the most capabilities in their fields. They have somehow gone to elegantly simple interfaces and explanations, while increasing the capabilities of their programs. Photoshop, Dreamweaver, Illustrator, and their other programs can hardly be considered simple and easy in the grand scheme of things. But they are masterpieces of EAS, given that they are professional programs designed to have more bells, whistles and other capabilities than their competitors. They also have simpler versions, like Photoshop Elements and Lightroom, that aren’t just stripped down, they are re-designed from the users’ point of view, for the non-professional in the case of Elements, and from the photographer rather than the graphic artist point of view, in the case of Lightroom. BRAVO!
You would think that Microsoft, Drupal, all the phone companies, HP, and many others, could do anything they set their minds to, given their resources. So what’s going on and what can we learn from it?
Here’s my thinking so far: I realize that the inability to easify and simplify is related to a particular kind of knowledge blindness, but it seems to go beyond just blindness.. Knowledge blindness (and its more extreme form, expert blindness) is the inability to see things the way a beginner or less-informed person sees it. But I think that something much more profound and deeper may be operating here. Maybe it’s not just the inability to see, but Ease and Simplicity demand that someone’s mind work differently: They have to engage in an alien process. instead of piling on more and more information and features, they have to see what can be simplified or eased for the other person, even though it’s easy and simple for them. Then, they have to simplify, which, it turns out, is a very difficult process. It doesn’t only involve leaving things out. It involves many things like abstracting out the details, re-sequencing things, organizing concepts into sub-concepts or higher-level categories, forming new concepts or groups, and many other psychological, communication, and product design skills. It’s a form of thinking that very smart people don’t have to do much, because they are so smart that they can hold so much in mind, and less intelligent people can’t do because it takes a lot of intelligence.
So, my working hypothesis is this: Easification and Simplification can only be done by very intelligent people who have mastered an additional complex skill set, much like some writers and editors have mastered the art of writing simply about complex subjects. No one — to my knowledge and I’ve searched a lot — has set out the methods of easification and simplicity. Hell, there isn’t even a word “easification” “easify” or, for that matter, “funification.” I plan to write about this skill set in much greater detail. Stay tuned.
Implied WOM — Here’s a case where it’s more important than explicit WOM
The Olympic swimming competition is providing a great example of what I call “Implied Word of Mouth.”
The current flurry of Olympic gold medals and world records in swimming is being attributed in large part to the new Speedo LZR swimsuits.
— 38 world records have been broken since its introduction in February until June, before the Olympic qualifiers and Olympics, not counting all the Olympic trial and Olympic records.
In fact, as of this writing, here’s some information that Speedo has on its website:
They have an endorsement deal with Michael Phelps. That’s an obvious use of paid word of mouth.
More importantly — and often neglected by people who are thinking about word of mouth — is the implied endorsement by all of the swimmers, many of them previously non-contenders, as they win medals and smash world records.
Adding to the situation is the controversy around whether the suits constitute “technological doping.” Swimmers and Speedo are being accused of using technology — rather than athletic ability and training — to give athletes an artificial edge, much like using performance-enhancing drugs.
It is just about the ideal word of mouth situation:
- A wildly superior, unusual product.
- Easy to talk about the product as a whole.
- A technology story that is easy to describe, thereby giving a “reason to believe.”
- An overall story that is easy to tell, even in headline form. (“New Kind of Swimsuit Shatters World Records” Better for the Company: “New Kind of Swimsuit Makes Even Mediocre Swimmers Win Races.”
- Celebrity endorsements. Some paid, others spontaneous.
- Implied endorsements by everyone who is seen on the Olympics wearing one, especially medalists and world-record breakers. [Note: This is the original meaning of “viral marketing”: a product whose very use is an implied recommendation by those who use it. It was originally used for HotMail, which had at the bottom something like: “Sent by HotMail. Want a free email account? Go to Hotmail.com”)]
- Controversy, generating buzz, that reflects well on them. After all, if the suits were not effective, there would be no accusations of unfairness.
- An amazing website (Speedousa.com). It is simple, uncluttered, fun, and allows you to find anything you want on a very information-packed website with only an obvious click or two. Their explanations are simple, yet informative. There are a few problems: they have a fun “Virtual Model” section in which you can construct someone who looks like you, and then try on various kinds of swimwear (when did “bathing suits” become “swimwear”?). Unfortunately, all of the avatars are under 30. More importantly, they have so many fabrics and lines that they need a comparison chart or a decision tool where you can enter info, such as whether you are a competitive swimmer, where you will use the swimwear, etc. and it makes recommendations. Like many of the sites that help you pick a camera or a television set.
- A product that is not yet available to the public, but will be soon, thereby building desire for something you can’t have. By the way, a full swimsuit will cost around $550, with leggings costing just $350, and trunks just $290. But don’t worry, they have models that are almost as good, especially for the non-competitive swimmer. By the time you check out other models, their $100 and $50 swim trunks begin to look cheap.
- There are dozens of other little and large issues around their product lines, website, attitudes, innovative spirit, etc. that make this a marketing situation well worth studying. I’ve barely begun to look into this company, and already I’m bowled over.
Note to any companies that are tempted to say, “Yes, but we are not Speedo,” or, “Yes, but we have a mundane product,” let me respectfully remind you of several things: First of all, stop saying “Yes, but…” Then, remember that they were a swim trunk manufacturer. There is nothing more mundane than that. Then, they were the first to use Lycra® in swimwear in 1972. Then, a series of innovations in all areas of sportswear followed that. To get WOM, you have to be EXTRA-ordinary.
The REALLY important lesson here:
Okay, here is your reward for reading this far: All of the above is an example of a much more important and broader concept: Decision Simplification. Speedo has made the brand choice decision into that Holy Grail of marketing: a no-brainer. If you want to buy a swimsuit and want the very best, the decision is now simple — a decision so simple that no time or effort has to be spent on it by busy people (everybody!). If you are an affluent and aspirational buyer of sportswear, what are you going to buy yourself or your kids? Simple. The suit that Michael Phelps and every other medalist and world record holder wears.
Many people have gone from only a dim awareness of the brand to the belief that Speedo makes the best swimwear. When they go to their website, they find out that they make a broad line of sportswear and accessories.
It doesn’t make a bit of difference if Speedo doesn’t make any money on the new swimsuits. They have, after all, put a huge amount of R&D into its development. They have now out-Niked Nike, the masters of the actual and implied endorsement. They have demonstrated in the most rigorous environment that their particular clothes actually enhance performance. I’m not aware that anyone else has done that, at least so convincingly and so publicly.
This particular formula for Decision Simplicity is simple to understand, but hard to do: Make a smashingly superior, astonishing product and get everybody to use it visibly because of the edge that it gives them. They don’t actually have to say a word about it, although they will. Of course, you might have to put in some R&D that will make the bean counters go crazy.
What this means to you
If you can make a product that actually enhances the performance of something your customers do (why make it if it doesn’t?), you are making your customers into a personal champion and making them feel better about themselves. They will brag about it. They will wear your logo.
Also, get the leaders in your customers’ line of work to visibly use it. Get them involved in its development, get their continual feedback, stir up the good kind of controversy and competition, make it something whose name and logo they are proud to display. It’s worked for Speedo, Nike, Canon, Nikon, Leica, Apple and many, many other brands that you’ve never heard of because they are in obscure and technical areas. But, I could name plenty of other brands in windsurfing, magic, photography, surgery and medical devices. There is room in your area, even if you’re getting clobbered by a Nike at the moment.
Here’s another idea: Maybe you should run an “Olympics” in your category. For instance, if I made voice dictation software and it was the fastest on the market, I would run a contest for the fastest “typist” (sounds better than “dictator”) in the world. They could type or use voice dictation. Since the fastest typist in the world types about 160 words per minute, and I can easily hit that with my present voice dictation system, the champion would be widely acknowledged to be the fastest in the world, using my software. My guess is it would be over 200 words a minute, using my software. This would be a real contest that actually demonstrates the superiority of my product dramatically, instead of the stupid, artificial contests that are usually run.
How can you take advantage of implied word of mouth?
Technorati Tags: Customer Decision Experience, Marketing, Decision Simplification, WOMM, Womworthy products, word of mouth marketing, Word-of-mouth marketing
Technorati Tags: Customer Decision Experience, Decision Simplification, Marketing, WOMM, Womworthy products, word of mouth marketing, Word-of-mouth marketing
Technorati Tags: Customer Decision Experience, Decision Simplification, Marketing, WOMM, Womworthy products, word of mouth marketing, Word-of-mouth marketing
Contrary to popular belief, the better the product is, the harder it usually is to sell. The best products tend to be the innovative, breakthrough products – and the marketplace rarely beats a path to their door.
Why? Because innovative, breakthrough, high-tech products make most people uncomfortable.
That’s why they are called discontinuous or disruptive innovations.
There are invariably problems with:
- communicating the benefits,
- getting people to believe the claims,
- getting people to do things a new way,
- satisfying the vested interests,
- overcoming natural inertia,
- overcoming people’s discomfort with initial trial,
- supporting their initial learning curve,
- helping them “sell” their colleagues, etc.
New products increase people’s uncertainty, make them uncomfortable and increase their feelings of insecurity.
That’s why marketers seriously overestimate market share and underestimate the time that it will take to get there.
One VERY successful Marketing VP once advised, “Give them a number and give them a date. But never, ever in the same document.”
Yet, it is possible to dramatically reduce the time it takes for new products to be adopted. This is especially true for technical, high-tech, innovative, breakthrough products, where the decisions tend to be more deliberative and less impulsive than many consumer packaged goods decisions.
(For verbal convenience, I’ll call these high-tech products, but I’m including here technical, medical, business-to-business, marketing automation, agricultural, chemical, financial and similar products and services.) The following product acceleration methods do not apply as well to consumer packaged goods, particularly those that involve personal taste and depend heavily on product image.
But if you’re selling “high-tech products,” I sincerely believe that the ideas that you are about to read can make the difference between failure and wild, run-away success.
The key to accelerating product adoption
You’re trying to get your product adopted in the marketplace, fast. Obviously, that means that you are trying to get people to evaluate, choose, try, buy, implement and use your product. This means that you are trying to influence their decision process. The decision process is central to product acceptance and product success, yet it is almost totally neglected.
When you reduce the time it takes for customers to decide on your product and make it significantly less than your competition, you will dominate your marketplace.Read More Post a comment (0)