Thursday, February 28, 2008

Fear of the Unknown

As humans, we allow many fears to drive negative behaviours in ourselves, such as inaction, anger, avoidance and anxiety.

For marketers, removing fear of the unknown for prospective customers is critical to ensuring conversion or commitment results.

Performance predictors allow prospective customers to fast-forward themselves into the future to 'experience' the product or service and use the wisdom gained to make an astute purchase decision in the present ... and hence, reduce (or in many cases eliminated) fear of the unknown for prospective customers.

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