Decision Easification

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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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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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