It’s the chore that marketers find most challenging — so it’s often simply ignored. If you’re a banker, how do you motivate someone to switch banks (always an arduous process)? If you’re a medical practice, how do you convince someone to leave their current provider and come to you, which means filling out all those forms all over again? Until you commit yourself to creating an offer persuasive enough to overcome consumer inertia and make your prospect truly want to do business with you, all your decisions regarding media, pricing and the rest are pretty pointless. What are the barriers to switching in your industry? You have two choices: make the barrier easier to overcome, or make it worth the climb.
