![]() Barrier 2: assumption - we are very expensive.īoth assumptions became significant barriers to our conversion. This bias creates a major barrier for our customers, so most of our initial ads ended up screaming “we are not one of them!” with our visuals.īut then viewers begin to assume that we have a very high selling price so they stop clicking on our ads altogether. Barrier 1: assumption - we are just fashion watches. Over time whenever they see a watch related post, they assume nothing more. Whenever one of our target viewers scroll across a watch sponsored post, there’s a very high chance that the post is about another watch that retails at similar market price (Facebook algorithm), which is usually a quartz driven fashion watch that is made to last a little more than a few months on a wrist. Case in point: EONIQ sells customized mechanical watches, and one of our key channels is Facebook marketing. Repeat the exercise for BarriersĪ lot of marketers focus on selling points and forget to counter the negative biases of the viewers in our marketing channels. We’ll be able to group them in the whole product analysis tool. Feel free to highlight and mark those items down. ![]() Another example is that if you run workshops for your company, you should probably prevent stating that the whole workshop process is very simple and easily enjoyable, as that will make your workshop feels cheap and unprofessional.Īfter completing this table, you’ll realize that some of your messages can address more than 1 user needs/desires. Saying that a watch is cheap doesn’t make your customers proud, so we will have to imply that the watch is affordable. It’s very useful to include these items, and be reminded that we will have to use implicit means (background music, video shooting artistic directions, casting, etc) to bring such message forward. The item flagged in red are messages that you cannot explicitly state. ![]()
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