1 Good Reason – Social Marketing

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How much work does it take?

January 25th, 2008 · 4 Comments

Drew McClellan, of “Drew’s Marketing Minute Blog” wrote an excellent post about what is your competitors hook? The gist is that people don’t change the way they do things because it’s easier to keep doing the old things- despite better alternatives. He talks about using the same dry cleaner in spite of their poor service, for 2 years.

I believe that I continue to do things like continuing to use Drew’s dry cleaner because it’s too much work for me to change. And I think some customers do the same thing.Working Like a dog. photo from http://www.flickr.com kmphotography on Flickr

Let me explain- if I use the same dry cleaner then when I leave the house in the AM it’s a no brainer, out the driveway, two lights and a left, less than 1 mile. While I’m going there, I’m able to make calls, think about whatever I want to, and keep going- business as usual.

If, on the other hand I decide to use a different dry cleaner. For instance the one across town who does better alterations, then I’m going to have to think about it. Make a few different lights and turns and remember where I’m headed. It’s not a no brainer. So it’s a little more work. Which means that I’m less likely to do other things (multitasking), or not do them well, as when I’m doing the same old thing.

OK, now you may think I’m lazy, (I prefer to think of it as liking to be exceptionally efficient.) But you can’t argue with the fact that it’s simply easier to do the same thing you’ve been doing before.

So the main thing you need to do in web marketing is to make as little work as possible for your prospect. If you can achieve that, you will turn the prospect into a client.

Chris Kieff,

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Tags: For Unknown Reasons · Reasons For Net Marketing

4 responses so far ↓

  • 1 John Rosen // Jan 25, 2008 at 7:31 pm

    Chris:

    I think you and I are in violent agreement, although we use different terminology. In my comment on Drew’s dry cleaning post, I emphasized the importance of TIME, indicating that he valued his time (when it comes to going to the dry cleaner) more than courtesy, good service, etc., while I placed a greater value on the service level and was willing to spend the time to go across town to the dry cleaner that knows me and treats me well.

    In our book, which is aimed at helping marketing managers target the right customer time segments, we discuss how time is measurable and definable but is also a proxy for RISK. It occurs to me that all four words – work and change (yours) or time and risk (mine) – would be viewed by a classical economist as expressing the idea. They (the economics professor) would likely define these all as something that makes their students eyes glaze over such as “dis-utility.” They would then assign the class to analyze “How much dis-utility is a given consumer willing to endure in order to get the service level – and clean shirts – which they are willing and able to pay for?”

    John

  • 2 Chris // Jan 25, 2008 at 11:33 pm

    John,
    Thanks for the comment. And yes it does seem that we are all talking about the same thing from differing perspectives.

    On the other hand, as a marketer perspective or perception is all we have to work with.

    Thanks,
    Chris

  • 3 Drew McLellan // Jan 26, 2008 at 12:09 am

    Chris,

    You’ve added an element I hadn’t considered but I think you are right. Staying with my current dry cleaners means I can stay in auto pilot. Like you, I use drive time to check in with clients, leave voice mail messages, listen to audio books, etc.

    I can do those things and concentrate on them because the task/drive is automatic. Boy, we do sound lazy! :)

    You know, that dog bears a striking resemblance to me, except I try to avoid ties!

    Drew

  • 4 Chris // Jan 27, 2008 at 8:56 am

    Drew,
    It’s not that we’re lazy, we’re hyper efficient! 8-)

    LOL!

    Thanks for the comment.

    Chris

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