You’ve heard me say it before. Regardless of the channel you choose for your communications, your messaging must cut through the clutter … or it IS the clutter.
Okay, so that might seem straight from the Captain Obvious playbook. But you’d be amazed by how many marketers these days think the medium IS the message.
Still, how can you know your messaging is on the right path? (Whether you are writing it, or reviewing it?)
I maintain that Job One is making sure your message motivates the skeptical consumer … remembering Newton’s First Law of Marketing, which is A Consumer at Rest is Likely to Remain at Rest … Unless Motivated to Take an Action..
Okay, so Newton didn’t say that. But somebody probably has.
So, to help put you inside the mind of the indifferent consumer, here are the 7 Stage of Consumer SkepticismTM:
The challenge for marketers is how can you address/pre-emt these in a compelling and efficient manner?
Drop us a line to learn how we do it …
While these stages are common to consumer buying decisions, future posts will place them in proper context for BTB, fundraising, and other nuanced behaviors.