Wednesday, May 16, 2012

How steep are you willing to climb?

The lowest hanging fruit. The natural market.

When I first got my license as an insurance agent many years ago, I was told by the manager, now you need to meet your quota as an agent by selling x number of policies worth x amount.

I didn’t know how. Selling is scary. Rejection even scarier. And rejection by someone you know is a death sentence to your self-esteem. But out I went - selling. I was given a tip. Sell to your natural market. Meaning, people you know. The veterans tell me this is the easiest.

So, it’s no wonder that when marketers launch products they are unfamiliar with, they usually think about their natural market. If they are experts in a certain field, they try to exploit their knowledge as much as possible. Sometimes, they argue economies of scale and they debate with the intimate knowledge they have about the market they know easiest. Not best. But easiest.

But easiest may be the most difficult thing the new brand being launched will have to face. Because the brand handlers have refused to invent a new way of marketing, sticking to what they know for a product category they do not know.

In order to increase the chances of success, the best solution maybe to create a new system and learn, no matter how steep the learning curve.

Natural and lowest hanging maybe the easiest but sometimes it may not be the best.

Maybe natural isn’t the best?

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