Mar 21 2008
What if your product was essential in another product’s free prize?
Yesterday I questioned why extraordinary undergrads attend R1 Universities. Today it’s about self-selecting filters…
They’re ubiquitous. From the multiple lanes of a highway (identical pavement strips headed to the same place) to college majors (this BS contains all the classes of this BA plus an extra year of courses) to clothing colors (same fit, same water-repellancy), self-selecting filters–where customers choose between two similar options–allow smart marketers to pamper their true customers.
As a marketer, simply saying "we are not about X, Y, and Z, we’re just about W"–that creates a self-selecting filter. Customers who still visit are passionate about your free prize–spend your limited resources on them, rather than shotgunning money into a crowd of apathetic people.
Flipping it around, what if you made your product into the self-selecting filter for something else?
-Jeff
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