Nope – we’re not talking about the three musketeers. Pathos may not be as handy with a sword as Porthos, but it cuts just as deep. Pathos is a quality that appeals to the emotions – the first place you should start. Emotional connections with brands ignite consideration. Once you have this initial engagement, the rest is history.
If you throw enough search marketing at the wall, some of it will stick. True. However, we think it’s much better to tailor activity to stages of the buying journey. You need to deliver the right message at the right time and in the right place. Your customers set the pace; now you need to keep up.
Sometimes, we make it too hard to buy. We spend so long trying to convince prospects to buy our products or services, that we forget to help them do it too. We need to consider the ease of purchase: make it easy to buy quickly.
It’s all well and good telling prospects that you’ve got the best product or service. But, of course you’d say that. The message needs to come from an impartial source. Like your happy customers. Get them to spread the word.
Sales enablement isn’t just for B2B. Some of the best customer-facing resources you have are in-store staff. Their knowledge, selling skills, and rapport go a long way in closing a sale. They are the end-point for many customers’ journeys: the final push on maximising your return.
We’ll get off our soapbox now that you’ve had a good glimpse into our shopper-marketing world. But what does it all actually mean for you? You’ve heard the theory behind the thinking, now let’s look at what we can do about it.