![]() If you need to tell your spouse to pick up a quart of milk on the way home, do you email or text? Mobile is more intrusive, so we need to tread lightly. We move forward staying true to the CASL. (tweet) We decide what to do with it and when. We don’t build Facebook’s list, or Twitter’s list, or LinkedIn’s list. We need to do that even if we don’t plan on using direct SMS bulk communication just yet. We need to provide an incentive for consumers to contact us using their devices. We mean you need to own your relationships.įor now, we need to start transitioning from email to mobile. ![]() We don’t mean in the Seinfeld-esque sense. All of this leads to Being the Master of Your Domain (tweet) Keep your CRM for those who are well down the path. Make it double opt-in and you don’t even need to confirm email validity.įrom there, it’s simple to track to a general region using an IP address.ĭon’t clog your CRM with little snippet records. ![]() A two-field form gives you a name and associated email. That means name, email, cell phone, and region.Īn incoming text gives you their cell number. It would be nice to be able to dovetail their info into the CRM if they ever become sponge-worthy. Until then, it’s enough to know they exist, and how to get a hold of them. Doing what we’ve always done AND adding the opposite are not mutually exclusive.ĭoing the opposite means, you don’t need in-depth CRM data for non-sponge-worthy prospects. If we do that, we actually cover more of the journey than if we stick to the tried-and-UNtrue. Instead, do the opposite! Do what sounds logical, but seems counter-intuitive. If you try to treat everybody like they are Sponge-worthy, you’ll go nuts. (tweet)Ĭonsumers have choices and they know it. Stop thinking about the days of Consumer Ignorance, they’re gone. It’s that we can’t measure the true path. It isn’t that we don’t recognize the fallacy. Just look at how much of the Journey we miss. Our model says the rest of the journey doesn’t exist. The opposite of what we’ve been doing so far.īecause of our mathematically accurate model of the Buyers’ Journey, we place our efforts in these two circles. We need to learn from George Costanza. We need to do the opposite. I truly believe that future historians will equate our times with Guttenberg’s times. Ready access to books put knowledge in everybody’s hands. You could get a copy of a book in days, not months. Guttenberg’s Press brought knowledge to the masses. Not since the invention of Guttenberg’s Press has anything shaken us up like the mobile device. (tweet) George Taught Us to “Do the Opposite!” It will happen with enough people to make it worth the while. It’s a show about nothing. It’s a whole string of little nothings that, maybe, just maybe, will add up to a whole lot of something. We just need to figure out which technology to use. Technology, in consumers’ hands, got us into this mess. At first glance, it may not even seem actionable. This graph is a more accurate portrayal of a buyer’s journey. Two points define a line, so there you go. We only know for certain when a buyer is at the start of his journey and when he’s at its end. It starts with initial awareness and progresses in a smooth line all the way to purchase. The textbook idea of a buyers’ journey is a straight line. We call Jerry Seinfeld’s brand of stand-up,” situational comedy.” Back then, it was “A Show About Nothing.” That Nothing was certainly something! (tweet) It Really Is a Show About Nothing Don’t push when it’s time, and they lose interest. Push too hard or too soon, and you lose them. You need to tailor your engagement methods for every step along that journey. The customer’s journey is the thing, and there are as many journeys as there are customers. Some potential customers are sponge-worthy. It may or may not lead to a deeper level of commitment. Not Every Potential Customer is Sponge-worthyĮvery potential customer is on his own journey. ![]() What does all this have to do with marketing? Lots. Thanks to the wonders of syndication, a whole new generation is falling for, laughing with, and learning from “Seinfeld.” It’s amazing how a show about nothing said so much to so many. Maybe I’m dating myself. Being the Master of One’s Domain is just one of several quotes from the show that became part of our modern vernacular. It’s right up there with “Sponge-worthy,” “It’s About Nothing,” “Do the Opposite,” and “Not that there’s anything wrong with that.” Let’s thank Jerry Seinfeld for that phrase.
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