The 4 Forces

If you’re a marketer you need to tattoo this in your mind. The diagram below is used to understand the forces that are at play when a consumer is considering purchasing a new product or service:

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The 4 forces are:

– The Push of the Current Situation
– The Pull of the New Solution
– The Anxiety of the New Solution
– The Allegiance to the Current Situation

It’s a framework used by The Re-Wired Group.

Site Search

If your site has a search box and a user enters multiple search terms (one after another), it tells us two things: a.) they are motivated, b.) they are having a difficulty locating their target item.

When this happens you need to show them a really well-written message that suggests they speak with a product specialist. These people are frustrated, serious buyers.

Why Curiosity Matters

Bob Moesta is a curious person. He was involved in home building and selling condos. His condos were designed based on the stated needs of their target audience (ranch style, 2 bedroom, 2.5 bath, granite countertops, hardwood floor, etc.) But still, a big percentage of interested people didn’t pull the trigger.

Bob wanted to understand why.

He discovered people who were moving into this condo were moving from bigger homes and were anxious about the downsizing process. They simply didn’t know how to pack up 20 to 30 years of stuff that had been collected. Important, nostalgic stuff. They didn’t know how to purge collected memories. So people would say things like, “Boy, we don’t know how we’re going to downsize. We’ll need to cancel on the condo because we need another year to figure out how to downsize”.

Here is what Bob did: he raised the price of the condo and included (in price of condo) moving plus 2 years of storage. Result? Sales went up 17%.

Be more like Bob when thinking about your ecommerce business.

Why I Love eCommerce …

… because it allows for an infinite number of interesting business models. My friend Mike Johnson pointed me to something new. Scott Keyes is the Scott behind scottscheapflights.com. Scott’s Cheap Flights is a subscription service that sends out email alerts to subscribers on international flight deals. It’s basically a human powered flight price alert system. But what makes it stand out (for me) is their personality:

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Show Your Personality

Amazon is as big and traditional a retailer as I can think of.

Well, I saw this question on my Amazon homepage (see red arrow):

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Amazon doesn’t even sell invisibility cloaks. So why ask this question? Because it’s a fun question that a visitor wouldn’t expect to see on a site like Amazon. It’s also engaging. And if Amazon knows one thing it’s this: engagement drives brand recall, which drives everything else.

BTW, it turns out 80% Amazon of customers are like me. They want to be invisible:

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