Escaping The GAP
Marketing lessons from strange places again… Recently The Doctor (of BBC’s Dr. Who) hid his companions with a simple device that skewed your attention just a wee bit to the left. So as they went past, the bad guys would just look away without realizing it and they could go on with saving the world and other such things. If your product has fallen into the Gap of Despair there is a good chance prospects are doing exactly the same thing to your marketing message. It’s not that they are consciously deciding not to consider your product. They have unceremoniously and unconsciously put your ads, your message, your product into their blind spot. They don’t even realize you are being over-looked. First response I usually see to this situation is a call for advertising to spice-it-up, which in general I’m for, but you can’t solve fundamental product deficiencies with spicier … Continue reading