There’s 3 Valuable Marketing elements to consider in the process of selling. If you look at history and ancient institutions that have lasted for thousands of years like churches for example, you’ll see they ALL sell this way.
They keep you inside their world and make it very, very easy for you to keep buying form them. You can even see Apple and Amazon doing this today. And you are seeing it “in action” every time you go to a restaurant.
So anyway, let’s dig into this.
Most people know about Attraction and Conversion the first and second elements in direct marketing, but what about the third, Consumption?
When you look at attraction it’s probably the easiest thing to do. Most people think of attraction as very hard, but technically speaking you can attract anyone with any statement. The problem arises when you are trying to convert them, because now they have to buy into something. This doesn’t have to be something that’s paid. It could be something that’s free. In fact, free is harder to sell then something that’s paid.
That’s fine, you’ve got attraction, you’ve got conversion, but now you’re stuck with something called consumption. Most people don’t understand consumption because there is very little information out there on consumption.
Consumption is really where the customer starts to use what they bought. Now, it’s possible that they haven’t used everything, but they will use something or chunks of it. The best example of consumption is you go into a restaurant and you start eating your meal and then you leave the restaurant, so what you’ve gone through are those three phases. You’re attracted to the restaurant, you then went to the second stage, which was conversion, which is you bought the meal, and all of us will end up eating a portion or the complete meal. That is consumption and it’s something that marketers have no control over. I can sell you the meal, but I can’t make you eat it. Well, technically you can’t make me eat it. There are ways around it. But the core is attraction, conversion, and consumption.
So if they don’t consume the food there’s no way they’re going to want to come back and buy something else, right?
There are situations where people will come back and buy repeatedly because they think it’s something magical where they just touch your products or your services and something’s going to happen. But for people that really want to go ahead and the people who will generate revenues and therefore keep coming back to you, those people will need to get some kind of result. For them to get a result out of it they have to eat the food. They have to consume it. They have to use it repeatedly, and once they do they come back. It’s a very simple formula in that sense that you get someone to your house, you give them a great meal, and they’re going to come back, as long as they eat it.
But the problem is how do you make them eat it?
Stay tuned for next week’s video where I share with you the 3 elements of consumption, chat soon.