本日佳句 - Seth Godin on Big Idea
Posted in Marketing Thought, Quote on Dec 2nd, 2008
非常好的一篇文章，拿地心引力和進化論作為譬喻，說明為什麼marketing前者比後者來的容易。
1. If the story of your marketing requires the prospect to abandon a previously believed story, you have a lot of work to do.
Nobody had a seriously described theory of gravity before Newton named it. No one walks around saying that they have a story about why we stick to the earth better than the gravity story. As a result, there was no existing story or worldview to overthrow. Naming something that people already believe in is very smart marketing.
2. If the timeframe of the message of your marketing is longer than the attention span (or lifetime) of the person you are marketing to, you have your work cut out for you as well.
Evolution is really slow. Hard to demonstrate it in real time during a school board meeting. Gravity is instantaneous. Baseball players use it every day.
Tactic 1: Try to tell a story that complements an existing story rather than calling it out as false.
Tactic 2: Try to make the ‘proof’ as vivid and immediate as possible. Like an apple falling on your head.
(source)
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