[Spoiler] Most customers aren’t curious about your brand

Customers generally aren’t out there spending their precious spare time researching brands and searching for solutions to problems they have

The majority of customers are happy with whatever brand they are using right now

If they haven’t got a brand they are using they likely don’t realise that have the problem that needs solved or don’t care enough to solve it

In both cases your marketing has to work differently

With the first group who have a brand they are happy with you need to communicate why they should change to your brand

The second group require that you agitate the problem enough in their mind to let them know they need to solve it and that you have the solution they should use

Both of these are different positioning concepts and you probably can only use one in each campaign so you’ve got to know which of the groups you are targeting

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