Thought For The Week


Customers are creatures of habit. They will continue buying ordinary products or services until confronted with an extraordinary alternative.

But even when stopped in their tracks, they will refuse to change brands unless you can provide satisfactory answers to the three most important questions a customer can ask:

1. What’s in it for me?

2. What makes you different or better?

3. Why should I trust you?


For customers to change the buying habits of a lifetime, they need three irresistible responses:

1. An obvious benefit – a tangible advantage that answers the “me” question

2. A dramatic point of difference – in marketing speak, a unique selling proposition

3. A reason to believe – credibility that you will deliver on your promise

In other words, they need the holy trinity of marketing, the divine triumvirate!

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