Persuasion has a bad reputation because it’s associated with selling things to people, sometimes selling them things they don’t even want.
Improving customer service is about dealing with expectations and dealing with absolutely crucial points in the process more than just actually trying to improve everything evenly.
When we have strong positive emotions about a brand we seek supporting evidence and ignore contradictory facts.
Participation isn’t enough.
Having a more clear-sighted view on people’s real world buying behaviours and thus which consumers actually matter to the generation of revenue and profit begins to gives us a framework for thinking about participation.
Burn your business cards.
Whenever we introduce ourselves to another person, we usually lead with our title – whether it’s on our business card or what we claim ourselves to be.
In fact we’re robbing ourselves of some really great opportunities.
Recognizing that brands aren’t simply built upon exclusive loyalty but are highly dependent on vast numbers of light, polygamous buyers – and that growth comes from acquiring more of them, not increasingly the loyalty of current buyers – puts the role of the ‘fan’ into proper perspective.
We draw conclusions based upon how the information is presented—not the actual information itself.
An ad for cream cheese that states 95% fat free is more likely to convince us than one that says it contains 5% fat.
The facts are identical but it is the positive spin not the concrete evidence that drives the appeal.
Don’t confuse innovation with novelty.
You may have successfully designed the latest shiny object for people to get excited about…at least until a new shiny object came out.
And that’s the reason product features are more a novelty than an innovation. They are added in an attempt to differentiate, but not reinvent.
It’s not a bad thing, but it can’t be counted on to add any long-term value.
Novelty can drive sales, but the impact does not last.
Don’t ever work in advertising.
‘I work in advertising; I sell Doritos.’ ‘Fuck OFF!’
Advertising is most successful when it seeks to increase penetration, not loyalty.
62% of all patent lawsuits are now over software.
Estimated wealth lost is half a trillion dollars: $500,000,000,000.
The importance of occasional buyers who don’t buy you often and aren’t devoted to you is further underlined when you look at which consumers matter most to brand growth.
To grow, you need to recruit lots more new users who buy you just occasionally.
The purpose of marketing is not merely to secure the attention, participation and purchases of the fans alone.
Brands depend on retaining and attracting legions of buyers who don’t know our brand well, and don’t buy it very often.
Whether it is ‘two for one’ or ‘free toy inside,’ promotions are such common manipulations that we often forget that we’re being manipulated in the first place.
I know people in tech who love who say ‘Just keep it short! Just keep it concise! Just give with what they need!’
Totally wrong. If you see a page that’s educational, informative; that’s got people like you, you will read a page forever.
Long copy for advanced material always pulls better than short copy.
In nearly every circumstance, the companies that are forced to treat their products as commodities brought it upon themselves.
I cannot debate that dropping the price is not a perfectly legitimate way of driving business;
the challenge is staying profitable.
Larger brands generally want increased visibility without compromising the brand identity they worked so hard to build.
They want to their packaging refreshed in such a way that it attracts new clients without losing the clients that are already loyal to them.