¤ tseh ¤
Sent by Maxis from my BlackBerry® smartphone
So I am in the market to purchase something. Usually I know where I want to go to find the product or service. That intended vendor has somehow managed to build "Top of the Mind Awareness" in my memory. But, if I am not preprogrammed to head towards one vendor or a few vendors, I will seek one out. I might go to two, five, even ten places (depending on the product or service I am seeking, I will do my shopping by looking at advertising media, go out looking in person, or go shopping on the Web) until I find the best combination of convenience, style, quality, value, reliability, service, etc. If you, or your company, would like to get onto my radar screen and be noticed, you are going to have to impress me somehow. In other words, you have to get your impressive message through to me and I will have to remember it. No easy task.
Now, I'm sure that you have a very impressive story, but the problem is that, when you try to give it to me, I am being bombarded with hundreds, if not thousands, of pleas for my attention every day. Yours may not get through the many filters that stand in the way of your message impressing me. They all want to capture my "Top of the Mind Awareness," just like you do.
In order to build that level of awareness, the first requirement is to have a compelling message that will resonate with your intended audience. But having a compelling message is not nearly enough. The second requirement is to deliver that compelling message over and over again until, little by little, it works its way up to the top of your prospect's mind. Once you have your message there and your prospect is actually in the market for whatever you sell, then you will gain their business.
But don't stop there. Once you actually manage to create "Top of the Mind Awareness," you can't stop delivering that message or they will forget you. But retaining them is a whole different conversation we'll discuss another time.
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