Introducing the 7 Stages of Consumer Skepticism

Introducing the 7 Stages of Consumer Skepticism

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:

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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.

Case Studies

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

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McDonalds and KFC. A tale of two fast fooders.

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What’s Wrong With the New KFC Campaign?

What’s Wrong With the New KFC Campaign?

So, what’s wrong with the new KFC campaign? The one that reintroduces a chicken-crazed world to one of its its foremost harbingers, The Colonel, Harlan Sanders. Before answering that question, let’s take a look at the problem this advertising is looking to address. KFC, like its fast-food pioneering cousin McDonald’s, has been seeing sales go…+

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+