Something I have been working on recently is how to convey the value of our products to our audience, and from a business standpoint, potential customers.
More importantly, if I’m being honest, it’s about trying to bridge the gap between “oh this is a cool idea” and “I have to try that.” The challenge lies in the impetus to make a decision. The process of establishing a customer relationship is a long one. The stats say that generally someone needs to see a brand, even if it is just in passing, fourteen times before they make a purchase decision. Building that relationship takes time. At first glance it might seem like a long gentle slope upward to the final goal. The problem is that that isn’t the case. It’s a little more like taking a long gently upward sloping walk and then at the end there is a cliff. You’ve picked up some tools to get over the cliff along the way but it is still by far the most challenging part of the process. The other thing about this particular cliff is that you don’t climb it just because there is a set of stairs. You have to really want to get to the top. It does not matter how logically appealing the thing at the top of the cliff is if the person on your path doesn’t have an emotional response to it.
Therein lies the rub.
It turns out it is challenging to elicit an emotional response to mud, unless you hit someone in the face with it and if our focus group is anything to go by that particular emotional response isn’t likely to inspire a sale.
I’ll keep you posted, but if anyone has any bright ideas about inspiring a love affair with mud shoot us an email, or reply on here, I’ll do my best to make it worth your while, I would certainly be emotional.