Everyday around the world, people and organisations ask consumers to buy "outcomes" which do not exist. Think about it for a moment - when you go to the hairdresser you are trusting him or her to achieve your desired outcome. But you can't be certain this outcome will be delivered. You are taking a leap of faith.
When offering "intangibles" like haircuts, performance predictors are mission critical to your marketing. Without performance predictors, prospective customers are likely to weigh-up the risks and benefits and not move forward. Honestly, do you blame them?
Wednesday, April 2, 2008
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