It’s quite rare that we get a true “more is merrier” situation.
Normally you read about “better” being better and “more” having a point that there’s a diminishing return.
Alas, the sneaky strategy here is that more better is what makes a brand win. Here’s a quick example:
You can use communicative tactics to impress your target with the value they will get out of your offering. It’s a positive tactic; one of reinforcement and escalation of status.
You can also use communicative tactics that scare your target with what they lose if they pass on your offering. It’s a negative reinforcement; one of scarcity and pre-experienced regret.
There’s one kind of marketer that picks one tactic over the other. Then there’s one marketer that decides to implement both because she knows her strategy is to treat different people differently.
We could probably think of myriad ways to connect with our audience. Rather than all the back and forth of internally (and with no shortness of bias) trying to prioritize them, we’re better off launching more tactics and testing them–aligned on the strategy of treating different people differently, of course.
It’s an entirely different marketing strategy when you go from “what should we say” to “who longs to hear this?”
Stay Positive & As Always, It Starts With Listening
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