Now, here’s something you should know about human nature: When your clients are knee-deep in the muddy trenches of the research phase of a potential purchase (your purchase) ...
THEY NEVER buy the first thing that looks great, sounds great and might well be the greatest thing since sliced bread.
Because, like you, they're knee-deep in the muddy trenches of the research phase.
The research pad is open.
The itchy keyword trigger finger is itchy as hell.
And, well, that coffee is still piping hot.
Only when that damn fine cup of coffee is stone cold will they know that the research phase is done.
You’ve done this.
They've done this.
I’ve done this.
We all do this.
And we all will again and again, ad infinitum…
And even if we do happen to draw the irrationally obstinate conclusion that the first thing we chanced upon really was the best option in town, we only feel like we’ve done our research when we really feel like no one on earth could possibly have exhausted all the choices available better than us.
Now, knowing that — tell me this:
Does it make financial sense to spend a fortune being No.1 in Google?
Sure, if your clients searching for you — by definition, NOT in research mode — it’s useful to be found easily.
But research mode implies newbie status.
And newbies want to look at a lot of options in a lot of places before they feel they’ve done their homework.
Which is why a much smarter digital marketing strategy is not to go all out over the number 1 spot.
Being the mid-tier contender EVERYWHERE they look is much more cost-effective than hitting Google's No.1.
That’s because despite all the research we do, we rarely make the final decision based on cold coffee stained rational analysis.
As a newbie looking to part with our cash, there is a crucial and crucially emotional and instinctive element in our research that after weighing up all the features benefits and costs still needs to be filled:
Trust is something that only ‘repetitive visibility’ in all the right areas fills nicely.
Now just to prove this point.
I want to share with you an amazing story.
Something to this day I’ll never forget ..