When I was teaching Marketing 101 to sleepy undergraduates, we used to talk about the way customers perceive differences between products and how they tolerated change. For instance, suppose you’re a car manufacturer. You want to change the design of the model you’ve been selling for the past 20 years.
But how much do you make a change?
A radical change will drive away customers who have become accustomed to seeing the old familiar model. Too little change? They won’t even notice.
The truth is, people like to categorize. When they hear about your service, they want to put you into a familiar category. Are you a life coach? Copywriter? Business coach? Consultant? [Read more…]