Learn how to make your customers’ decision making process simple, easy, fun and fast

In the Age of Overload, people are overwhelmed. They naturally go toward the easier, simpler product choices. So, it’s not the best product that wins, it’s the easiest-to-decide-upon product that wins.
So, how do you “easify” the decision process for the customer? Read on.

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Google — Simple and fast Amazon — “One-Click” simple Staples — “That was easy.” Apple — “It just works.” “Macintosh. It Does More. It Costs Less. It’s that Simple.” Dell Computers — “Easy as Dell” Toyota — “Best built cars in the world” Campbell’s Soup — “Reach for the Campbell’s, ...

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The No-Brainer Solution I guess after the annual Super Bowl Advertising Debacle — in which advertisers try to show how cool they are by making “in” cultural references and edgy humorous skits that have nothing to do with product benefits — I’m on a clarification and simplification of message kick. ...

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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 ...

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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. I’m the leading expert on easifying the customer decision process. ...

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Examples of Easifying Customer Buying Behavior There are always blocks and barriers to the customer decision process. Problem: Sometimes, the “customer” is a prescriber and approver, not the end user. For instance, a pharmaceutical company came to me with a drug that physicians strongly claimed they wanted to prescribe, but ...

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Richard Branson was just on Morning Joe, on MSNBC. He finds that the present practices of American airlines is “bizarre.” Asked why other airlines don’t treat people better, he said, “I love people, and hopefully that richochets down through the company. Your people are only going to be as good ...

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The new media are not just incremental improvements. They are fundamentally new ways of doing things. They are supplanting the old media because something basic is changing. So, High Definition TV is only a quality improvement until it becomes so realistic that it changes people’s behavior. For instance, people actually ...

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Microsoft recently sent me a survey with all the usual questions about their products and services. What an eye-opener. I used to spend most of my working life on their programs: Ran Windows programs, Outlook handled my calendar, contacts and to do’s, and Word and Powerpoint handled my writing and ...

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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 ...

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How to research the buying process of your customers and shorten the buying cycle

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The cartoon on this page is one of the best on simplicity I’ve ever seen. Cagle Blogs » Best Generic Speech Ever.

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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 ...

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  The idea is to get your customers to the next stages of the decision process, using the messages below in the right order, from the right sources. So, if you are going after early adopters, read across the early adopter row and get people word of mouth in the ...

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Either you’re supporting the customer’s decision making, or you’re creating clutter and obstructing it. Prospects make dozens of little decisions as they move through the decision process: Decisions about entering the marketplace. “Browsing.” Decisions about learning about your products and your competitors’. Technical term: it’s called “Shopping.” Decisions about  initial ...

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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 ...

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