Great Ted Talk for Marketers: Sweat the Small Stuff
By: James @Blog2Market Mello In this great video Rory Sutherland discusses just how big of a difference little changes can make. Sutherland claims that we like to focus on the big things, because they make us feel important and give us a strong sense of accomplishment, sometimes at the expense of the small. Of course, these big things are important, but sometimes this focus blinds us to the many possible small changes that can produce a huge impact. For example, many people avoid using online banking because they don’t want to see their account balance, and the balance shows up automatically when you log in. Creating an option to display balance instead of just showing it right away, the smallest of changes, doubled the number of people who used online banking. When it comes to product marketing, the big things can’t be ignored, but it’s the small things that will take your marketing campaign to the next level and make it stand out – and it’s the small things that customers will ultimately remember.
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