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 an automated buying process, 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 your leads should be designed with a continual focus on the positioning of your services.
The high fidelity sale demands that you show you are the best. Within an effective nurturing system, 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 a marketing automation system, your content should highlight beyond mere features and benefits. Help the buyer to imagine. Powerful stories of clients and their success with your firm increases the value perception to your high fidelity offering.
Furthermore, communicating the nuance of how your advice, strategies and acumen assures results moves the potential client to appreciate the problem and solution ahead. They can see themselves using your service and over time, with effective nurturing, emotionally move from indifference to near obsession.
An automated buying process enables you to present your brand incrementally and build trust by familiarity and increased relevance.
Inbound Marketing Best Practice
The inbound marketing best practice for the high fidelity offering is to employ a system which delivers 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 past clients through story–they will form a picture of who you are. The picture comes into focus with each touchpoint delivered by your system. Such campaigns enhance your high fidelity offering by building a case for being first in your customers’ minds.