It is TIME to Catch UP
Did you know...
70% of Americans now say they look at product reviews before making a purchase?
A staggering 79% of consumers also say they use a smart-phone to help with shopping?
Or that 83% of mums do online research after seeing TV commercials that interest them.*
This is now normal consumer behaviour. Do you buy two or three star products at Amazon when four star+ alternatives are available? (Frankly, we are just not wired to buy what is inferior when something better is offered).
So...
We have a Brave New World... the new tech savvy consumer rules it now.
Even as far back as Oct 2007 a survey by Neilson on Trust in Advertising, found that 78% of online consumers trust recommendations by other consumers above all else. When customers write something about your company online, they are believed, it's as simple as that. It does not matter what copy you put on your site. If it does not tally with reviews people are writing about you on Facebook etc... you are done for.
So how to move forward?
First, understand exactly what folks are looking for in your product. They want to know...will it save me money? Will it save me time? Will it improve my life?
With that in mind, to serve them...
You STILL need to grab the attention of your market. Your NO BRAINER OFFER will do perfectly. (Look at the extraordinary success Groupon have had by focusing purely on the offer). If you make something people love so much that they actually WANT to see it succeed, they will help it fly. See Skype for example. Tie an extraordinary offer to a product this good and you won't fail.
Next explain your awesome widgereedoo clearly and simply... as fast as possible. In that sense GOOD copy never dies, but it will not stop a product being slated everywhere from going to an early grave.
So...
Present your offer in an engaging way that OPENS dialogue with your prospects which means...
Engage with prospects much earlier in their buying process by ENTERING THEIR ONLINE CONVERSATIONS.
Listen to and give them information the way they wish to consume it... video, SMS etc.
Understand how and when they want to consume it (on the move, mobile devices etc).
And that is pretty much it...
Have an OUTSTANDING PRODUCT, dialogue EARLY and GIVE FOLK GREAT OFFERS in ways they want to consume them.
Now speed beats perfection. Get something up TODAY, track and test it, until you have a winner. Then stick up a contender to your winner and see which of those wins. Now run with the new winner, and try to beat that one too!
If you need help with those campaigns, that is why I am here. Give me call.
Dave Alston
Tel: +44 (0)1524 844 020.
* Source: Google's ZMOT: "Winning the Zero Moment of Truth" findings
