If we do that, we actually cover more of the journey than if we stick to the tried-and-UNtrue. Instead, do the opposite! Do what sounds logical, but seems counter-intuitive. If you try to treat everybody like they are Sponge-worthy, you’ll go nuts. (tweet)Ĭonsumers have choices and they know it. Stop thinking about the days of Consumer Ignorance, they’re gone. It’s that we can’t measure the true path. It isn’t that we don’t recognize the fallacy. Just look at how much of the Journey we miss. Our model says the rest of the journey doesn’t exist. The opposite of what we’ve been doing so far.īecause of our mathematically accurate model of the Buyers’ Journey, we place our efforts in these two circles. We need to learn from George Costanza. We need to do the opposite. I truly believe that future historians will equate our times with Guttenberg’s times. Ready access to books put knowledge in everybody’s hands. You could get a copy of a book in days, not months. Guttenberg’s Press brought knowledge to the masses. Not since the invention of Guttenberg’s Press has anything shaken us up like the mobile device. (tweet) George Taught Us to “Do the Opposite!” It will happen with enough people to make it worth the while. It’s a show about nothing. It’s a whole string of little nothings that, maybe, just maybe, will add up to a whole lot of something. We just need to figure out which technology to use. Technology, in consumers’ hands, got us into this mess. At first glance, it may not even seem actionable. This graph is a more accurate portrayal of a buyer’s journey. Two points define a line, so there you go. We only know for certain when a buyer is at the start of his journey and when he’s at its end. It starts with initial awareness and progresses in a smooth line all the way to purchase. The textbook idea of a buyers’ journey is a straight line. We call Jerry Seinfeld’s brand of stand-up,” situational comedy.” Back then, it was “A Show About Nothing.” That Nothing was certainly something! (tweet) It Really Is a Show About Nothing Don’t push when it’s time, and they lose interest. Push too hard or too soon, and you lose them. You need to tailor your engagement methods for every step along that journey. The customer’s journey is the thing, and there are as many journeys as there are customers. Some potential customers are sponge-worthy. It may or may not lead to a deeper level of commitment. Not Every Potential Customer is Sponge-worthyĮvery potential customer is on his own journey. What does all this have to do with marketing? Lots. Thanks to the wonders of syndication, a whole new generation is falling for, laughing with, and learning from “Seinfeld.” It’s amazing how a show about nothing said so much to so many. Maybe I’m dating myself. Being the Master of One’s Domain is just one of several quotes from the show that became part of our modern vernacular. It’s right up there with “Sponge-worthy,” “It’s About Nothing,” “Do the Opposite,” and “Not that there’s anything wrong with that.” Let’s thank Jerry Seinfeld for that phrase.
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