05/11/2014
One of the common reasons why a marketing strategy fail:
WRONG SEQUENCE OF APPROACH. A lot of marketing strategies take on the WHAT-HOW-WHY paradigm and gamble into uncertainty. They fail to claim the art of communicating. Let's take credit for Biology. Our brain has a part which is called The Limbic Brain. It is responsible for all of our feelings, like contentment and longing, as well as all human behavior, all decision-making and it has no capacity for language, another part of the brain is in-charge of that. Gut decisions are made in the Limbic brain. In times where you can tell someone all the features, specs, figures, facts and data, and they still say "I know all the facts and numbers but it still doesn't FEEL right."
Why would we say that? Why would we use the word FEEL? It reaches to a deeper core of decision-making. It reaches to the point of INSTINCTIVELY knowing. We seek first the inevitable answer to the question of WHY. A good businessman should know why he do what he do. Of course people respond to why you do what you do and you would instantly meet eye to eye with your consumer. Thus you will share the same vision and reason why you do what you. In other words, why you sell what you sell. How you do what you do and what you can do for the consumer comes into a clearer picture. The reverse paradigm is WHY-HOW-WHAT.
An example for that is:
WHAT-HOW-WHY scene:
"We make great computers. They're beautifully designed, simple to use and user friendly. Want to buy one?"
WHY-HOW-WHAT scene:
"Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?" (Steve Jobs, Apple)
DO NOT JUST KNOW WHERE YOU ADVERTISE, know where you advertise better.