When it comes to making decisions, your customers are lazy. They don’t read your marketing materials or your Web site. They don’t take time to compare features. They make choices based on misinformation, irrational biases or bad advice from their sister Meg. They are more apt to follow the crowd and buy what everyone else buys (or what they think everyone else buys). Their choices don’t usually follow any logic, and for the most part they’d be hard pressed to tell you exactly why they made the choice they did. In fact, they will probably make up a reason after the fact so as not to appear daft or thoughtless.
It’s not that people are stupid or unthinking creatures (although sometimes they can be). They just have better things to do than research every product and every choice. So it’s your job to simplify your message and stake out your position in the most obvious fashion. Being cute or clever, using misdirection, making people work to “get” your message, all these only make it easier for your customers to ignore you.
Sure, there are those few who will read the fine print to decided between Brand A, B and C, so make sure you give them the opportunity to find it on your Web site. But for the rest of us, announce your position with a modicum of words and hit us between the eyes with them. They still may not choose you this time, but you have probably improved your chances for the next go-round.
