Generally speaking when you create your marketing plan and conduct your SWOT analysis, you look at your direct and indirect competitors and forge ways to outshine them.\u00a0 This is how it\u2019s always been done, right?\u00a0\u00a0 Well, according to sales consulting firm, The Sales Benchmark Index, there is one other \u201ccompetitor\u201d brands usually forget to consider, and that is apathy\u2026.or the situation in which consumers make no decision at all.\u00a0 Gasp!<\/p>\n
According to Forrester Research, consumers find themselves reining in purchase behavior when there is a lack of information or compelling marketing messaging.\u00a0 When there\u2019s an absence of appropriate and targeted information the product fails to stimulate the part of the brain responsible for buying decisions.\u00a0 The old brain, or the brain stem (the part of the brain responsible for survival), searches for information that creates a sense of urgency and encourages consumers to buy in that very moment.\u00a0 The old brain longs to be \u201ccalled to action.\u201d<\/p>\n
This is where differentiation becomes key.\u00a0 To drive consumers into action and get them to move away from the status quo, you need to highlight how a change from homeostasis would benefit them.\u00a0 The brain also loves contrast, so creating messaging that shows an evolution or a \u201cfrom a to b\u201d scenario has proven very effective.<\/p>\n
While working on a national infomercial for one of our clients, this case was proven through and through. One of the most effective tools throughout the show were the use of the before and after images.\u00a0 Demonstrating to consumers how they can progress from their current situation to a future one creates promise and speaks to the part of the old brain that wants to get into action.\u00a0 It takes us from apathy to excitement pulling in the emotional centers of the brain while also speaking to the old brain.\u00a0 Then following those images with a call to action creates marketing magic.<\/p>\n
So when you\u2019re putting together your marketing plan, don\u2019t just look at the competitive landscape.\u00a0 Look at the current consumer, their reasons for buying and identify ways to take them from apathetic to excited by involving them in the brand.\u00a0 The brain is longing to get into action, it just needs the right prompts.<\/p>\n","protected":false},"excerpt":{"rendered":"
Generally speaking when you create your marketing plan and conduct your SWOT analysis, you look at your direct and indirect competitors and forge ways to outshine them.\u00a0 This is how…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[62],"tags":[],"class_list":["post-665","post","type-post","status-publish","format-standard","hentry","category-miscellaneous"],"aioseo_notices":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":185,"uagb_excerpt":"Generally speaking when you create your marketing plan and conduct your SWOT analysis, you look at your direct and indirect competitors and forge ways to outshine them.\u00a0 This is how...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/665","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=665"}],"version-history":[{"count":1,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/665\/revisions"}],"predecessor-version":[{"id":666,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/665\/revisions\/666"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=665"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=665"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}