At the root of getting people in the door, to sample or to try something is risk and reward.
Some marketing is about mitigating the risk. It’s a free sample, it’s a money-back guarantee and it’s backed by 3 of 4 dentists. For some customers, reducing the risk is what will get them to give your brand a try.
However, some marketing is about magnifying the reward. It’s having something worth sharing with friends, it’s something that brings a treasured memory back or a big dream forward and it makes you feel good.
Risk or reward.
What’s at the root of what you do to get customers?
Stay Positive & A Touch Of Both Works, Too
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Garth Beyer is a Certified Cicerone®, Product Marketer, owner of Garth's Brew Bar and a Madison-based freelance writer.
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