Just started in “The Secrets of Word-of-Mouth Marketing”; (George Silverman) and the first chapter already blow me away.
“Shortening the decision cycle by making the decision easier for the prospect, by focussing on their particular decision roadblocks, bottlenecks, friction points and rough spots.
It’s one of those ideas that is simple, obvious, compelling and almost totally ignored, both in theory and practise”
George Silverman calls this a secret weapon.
So far, so very interesting and I’m totally hooked, but at the same time I realise that intuitively our marketing strategy (and successes from it) is based (or partly) on this idea.
Of course, there’s always room for improvements ;-)