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Re: Instant sales vs Instant Buyers.
There is this narrow notion on direct response world that I can't only accept:
"Find what people want and give them" But as I see it, some people don't know what they want, or as Steve Jobs said: "Our job is to figure out what they're going to want before they do. I think Henry Ford once said, "If I'd ask customers what they wanted, they would've told me a faster horse." People don't know what they want until you show it to them." And I agree with Steve Jobs. The great late Designer Massimo Vignelli said: "Designers look at the front window when driving, while Marketers look at the back mirror when driving". The Adman George Lois launched iconic brands with big ideas, like Tommy Hilfiger ( http://www.georgelois.com/phone/tommy-hilfiger.html ). I am not defending or attacking Branding, but for me I use the 2 approaches: wants & needs. And of course if I had to choose Direct Response advertising or Branding advertising I would invest my pennies on Direct Response. The only safe road, in my opinion, is this magic word: TEST. And for me common sense and intuition is serving me well. So, all of this to say that myself - on my view - wanting only instant buyers (wants) and not selling (needs)... I have doubts. But great insight Gordon. MikePT Last edited by MikePT : October 17, 2021 at 08:59 PM. |
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