Many businesses bet on their customers being stupid.
Their customers aren’t really stupid, of course. They are merely uninformed and uneducated. How much does an average consumer really know about shampoos, cars, cameras, soft drinks, etc.?
Businesses spent money to promote clever tag lines, easy-to-remember jingles, and/or catchy product names so that consumers will remember them at the time of their purchase.
None of the other stuff mattered, because it was hard to get a hold of them (at the time of the purchase) that consumers simply didn’t bother trying.
Everything has changed now.
There is more than enough well organized, easily accessible, and FREE information available online today, that any consumer, if they wanted, could make a smart decision on just about any product.
So perhaps now is the time to change your approach.
Instead of betting on your customers to be misinformed or uninformed, you offer to educate them — not just about your company or your products, but also your industry. Make a great product, then empower them with enough knowledge to separate greatness from mediocrity.
…and bet on them being smart enough to pick you over anyone else.
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