I have read a few of Seth Godin’s books and I get updates from his blog in my email.
I don’t agree with everything he says, but it often causes me to think.
Because I work in the advertising and marketing business, this caught my attention recently.
I’ll let you draw your own ideas from what Seth wrote:
Selling to people who haven’t bought yet
The portion of the population that haven’t bought from you or your competition yet is not waiting for a better mousetrap.
They’re not busy considering a, b and c and then waiting for d.
No, they’re not in the market. They don’t believe that they have a problem that’s worth the time and money they think it’s going to take to solve it.
As a result, smart marketers don’t market to this audience by saying, “hey, ours is better than theirs!”
If this group thought that they had a solvable problem, the would have solved it already.
No, they won’t respond to a better-than-them pitch. Instead, they’re much more likely to respond to a new statement of their problem and a new statement of the solution. Don’t ask them to announce that they were wrong when they decided that they didn’t need a tablet, a survival kit or an anti-impotence drug. Instead, make it easy for them to make a new decision based on new information.