Marketing in 123 Words

It is marketing’s job to create and sustain the perception of need.

There are three stages of customer perception of need:

  1. Nice to have
  2. Want to have
  3. Need to have

Moving customers from 1 to 2 and then from 2 to 3 requires significant investments of time, energy and resources.

If you start with customers who already believe they need what you are selling, you have a much more efficient, scalable sales model.

If you have to drag customers from nice to want to need, it is a very slow, painful and expensive process.

Even worse, it takes a lot of time.

Time is the most precious resource.

You must create a marketing message that engenders a perception of need.

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