identify with your potential customers Marketing is all about behaviour management – encouraging a target market to behave in a preferred manner – for the first or last time, more often, or less often. Persuasion is often central to managing consumer behaviour. This is the second of five thoughts addressing five of the many persuasion […]

identify with your potential customers Marketing is all about behaviour management – encouraging a target market to behave in a preferred manner – for the first or last time, more often, or less often. Persuasion is often central to managing consumer behaviour. This is the second of five thoughts addressing five of the many persuasion tools in the marketer’s toolkit. Some might be obvious, but none is easy to engage effectivelyIt is often said about professional service firms that few purchasers can identify a tangible difference between the big four accounting firms or the big four law firms. While each of these businesses may claim to be unique, few can identify what is unique about them. As a consequence, the decision to use one firm over another tends to be based on relationships. The fact is, in both the B2B and B2C sectors, people do business with people they like.…