The more things you ask people to focus on, the fewer they’ll remember
Lee tore five sheets of paper off of his notepad (yes, notepad—Lee was laptop-resistant at the time) and crumpled them into five balls. Once the crumpling was complete, he started his performance.
“Here, Steve, catch,” said Lee, as he tossed a single ball of paper across the table.
Steve caught it, no problem, and tossed it back.
“That’s a good ad,” said Lee.
“Now catch this,” he said, as he threw all five paper balls in Steve’s direction. Steve didn’t catch a single one, and they bounced onto the table and floor.
“That’s a bad ad,” said Lee.
I hadn’t seen that one before, so I rather enjoyed it. And it was pretty convincing proof: The more things you ask people to focus on, the fewer they’ll remember. Lee’s argument was that if we want to give people a good reason to check out an iMac, we should pick the most compelling feature and present it in the most compelling way.
Ego is the enemy of successful marketing. Objectivity is what’s needed. When people become successful, they tend to become less ...
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.
[...] The long-term effects are often the exact opposite of the short-term effects. Does a sale increase a company’s business or decrease it? Obviously, in the short term, a sale (discount) increases business. But there’s more and more evidence to show that Sales decrease business in the long term by educating customers not to buy at “regular” prices.
Aside from the fact that you can buy something for less, what does a sale say to a prospect? It says that [the company's] regular prices are too high. After the sale is over, customers tend to avoid a store with a “on sale” reputation.
(...) the key is to get the whole story into the headline but leave out just enough that people will want to click.
As customers, what we crave more than the commodity we think we are paying for is to be understood.
What we want more than a reliable ride to our destination, a comfortable bed for the night, or even a book we can get our teeth into, is to really be seen.
What we want more than responsive organizations is personal relevance.
The value isn't just in the data that businesses collect. What counts is how they use it to make our lives better.