A three-step marketing ladder

Probably worth reviewing at your next marketing meeting (or every marketing meeting)… There’s a three-step ladder:

Awareness

Education

Action

Awareness is when someone knows you exist. The knock-knock part of the knock-knock joke, the person who has another interest and trust to want to know more.

Awareness is sexy
You don’t need to be known by everyone (or even most people) merely the right ones
Awareness probably isn’t as much of your problem as you think it is
Awareness-seeking is addictive (and easy to measure)
Education is the story we tell, the transfer of information and emotion from us to the aware consumer.

Most marketers are too self-absorbed to educate well
Education takes time
Education takes many forms, but without a doubt, experience is the most trusted and high-impact way to educate
Action is the last step, but the only one that the CFO is measuring. If you sacrifice the first two steps to boost this one, you’ll regret it.

Natural actions happen more often than ones that require a leap
Anticipated action generates fear
“Later” is a much more likely response than “no”
Most people aren’t going to act, but if you treat them well, they might just tell their friends (see awareness & education)

Reblogged from: here

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About janaknmistry

Janak is a 1984 born, MSc and MBA educated from Mumbai, India. He is an avid traveller by choice and a solopreneur by luck. He has clocked many thousands of kilometres on a motorcycle. It was his journey to the Leh-Ladakh, which motivated him to write about his experiences throughout the journey in enjoying the beauty, pain and hardships. He has successful authored and published his book called “Journey in Time with Timeless Memories” which is released and published in Germany and available all over the world besides Asia and the Middle East. Apart from being an author he is an active book reviewer too and have reviewed books by some of the established authors in USA. Janak runs a motorcycle expedition co. called Jack n Jill-The Moto Expedition Co. He is passionate about travelling and photography, which helps him find a beauty and meaning in this wide busy world. It was his journey to the Leh-Ladakh which motivated him to write about his experiences throughout the journey in enjoying the beauty, pain and hardships. He is passionate about travelling and photography which helps him find a beauty and meaning in this wide busy world.
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