With the growth of the internet, the world has changed from one of information scarcity to one of information abundance. The problem is that information abundance equals attention scarcity. This is known as attention economics.
Buyers are now overwhelmed with all the noise. They are getting better and better at ignoring the messages they don’t want to hear. Then they research what they do want to learn about for themselves.
Watch the video for background information about the 9 Pricing Strategies, feel free to request the templates firstname.lastname@example.org. I am happy to share.
1. Recognise the importance of the six dimensions of attention.
2. Consider the content of your messages in relation to their aversiveness and attractiveness on the scale
3. Then plot where each of the messages sit within the captive/voluntary and Front/Back of mind grid
4. Apply the metrics for each of these campaigns to assess their effectiveness
Please do share your experiences with this model in the comments below. I am building a portfolio of small business case studies and would love to include examples of what has worked well for you.
PS – If you need further help then give me a call on 07962 626604 to arrange a Skype session with me.
PPS – This exercise forms part of a series of workshops on Brand Building