The point of marketing is to create change.
Change that concludes with someone purchasing your something, that is.
But change is peculiar. Not only do most people fear it, there’s a lot of tension around it.
It’s that tension that both the marketer and the marketed to have to overcome.
It’s that tension that helps the marketer decide how to tell a story and the marketed to to incorporate it into the narrative they are telling themselves.
It’s that tension that will either build or break the marketed to’s trust in the marketer and it’s that tension that forces so many marketers to play it safe, to under-promise and over-deliver instead of simply promising the marketed to something and keeping that promise.
What’s the tension the customer is feeling between where they are now and where they could be with your product or service? And do they know you feel the tension to? You do, right?
Stay Positive & Find The Tension
Photo credit
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