In Kevin Maney’s book, Trade-Off, Why Some Things Catch On And Others Don’t, we learn about two categories of products and businesses – Fidelity and Convenience. High fidelity businesses are inconvenient. They typically have cachet and price points which make it more desirable for upper end buyers.
High convenience businesses are easy to get in terms of cost and access. Maney’s message is that to succeed, you must position and commit to one or the other. Otherwise, you are destined to fail. Ted Leonsis, former president of AOL, sums it up, “A successful business is either loved or needed.” The problem is when you try to be both.
Buying Process For High Fidelity
Choosing the high fidelity approach requires a focus on one of the 22 Immutable Laws Of Marketing, “It is better to be first in the mind than to be first in the marketplace.” With automated marketing in Loopfuse, you have the opportunity to be first in the mind. Segmenting leads and delivering the right message and action at the right time with high value creates the conditions for a lead conversion. The art of nurturing within Loopfuse should be designed with a continual focus on the positioning of your value proposition.
The high fidelity sale demands that you show you are the best. Within Loopfuse OneView’s campaigns, ensure the communications contain a highly attractive and consistent graphical framework which elicits emotion from the potential buyer. If you have nurturing emails timed to go out based on a campaign opt-in within Loopfuse OneView, the content should highlight beyond mere features and benefits. Help the buyer to imagine. Powerful stories of customers using your product or service and the results they have in their life would increase the value perception to a high fidelity offering.
Furthermore, use cases which promote creativity and personal embrace help the potential buyer move from estrangement to intimacy. They can see themselves using your service or product and over time, with effective nurturing, emotionally move from indifference to near obsession.
Marketing automation enables you to present your brand incrementally and build trust by familiarity and increased relevance.
Loopfuse Consulting Best Practice
The best practice Loopfuse strategy for the high fidelity offering is to use nurturing email campaigns with a high attention to design. The content must connect and affect the emotions post by post. Imagine building to a gradual crescendo. The nurturing effect should be continually refined to produce a buyer from an uninformed lead. Help them get to know your value and your delighted customers through story as they build a picture of who you are. The picture comes into focus with each touchpoint delivered by Loopfuse. Such campaigns enhance your high fidelity offering by building a case for being first in your customers’ minds.