Seth highlights, in "Liars" a common challenge marketers (and business owners) struggle with – the strong desire to try to educate customers... We believe that if customers only understood our products as much as we do – customers would automatically 'get it' and HAVE to buy it.
"It's easy to tout your features, focus on the benefits, give proof that you are, in fact, the best solution to a problem. But proof doesn't make the sale. Of course, you belive the proof, but your audience doesn't." - pg. 89
The solution you give to marketers is to allow customers to self discover the facts about your products versus lecturing. Could you elaborate on suggested ways to put these facts out there without lecturing?
SETH: I think the best marketers are subtle. The facts are there… on the box, or in the experience, or in the reviews… but they don’t yell them. Microsoft isn’t subtle, but Palm was, for a long time. Intelligent consumers will prefer to read it on a blog or hear it via word of mouth or figure it out. And intelligent consumers are the ones you are likely to start with.
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