From Seth Godin's post The rational marketer (and the irrational customer)The most common frustration I see, and I see it daily, comes from marketers who can't figure out why more people won't buy their product. This particularly afflicts b2b marketers, who ostensibly have rational customers....
...You know that your car is more aerodynamic. You know that your insulation is more effective. You know that your insurance has a higher ROI.
You've thought about it a lot because it's your job to think about it. It's your job to make those charts and tables and graphs and brochures. So you know it.
The problem is that your prospect doesn't care about any of those things. He cares about his boss or the story you're telling or the risk or the hassle of making a change. He cares about who you know and what other people will think when he tells them what he's done after he buys from you.
The opportunity, then, is not to insist that your customers get more rational, but instead to embrace just how irrational they are. Give them what they need. Help them satisfy their needs at the same time they get the measurable, rational results your product can give them in the long run.
For complete post, visit Seth Godin's Blog
