The Holy Trinity Of Marketing
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, customers
will refuse to change brands unless you can provide
satisfactory answers to three important questions:
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