There are time gaps.

Marketers raise expectations for someone to sign up and try a product and service.

And (hopefully) there is satisfaction, joy and significance if the company actually delivers on what you promised.

In the middle, the shaft.

You pay এবং 400 per customer for rent and architecture and web design.

Maybe it’s $ 200 per podcast ad or new subscriber per salesman.

All of these costs occur long before your delivery.

And then, you encounter a new customer with a receptionist, a website that is hard to understand, waiting for a table, a discrepancy between your hired professional, slow customer service, packaging that is difficult to open, fine print that suddenly. Becomes boring and expectations that are not met.

In this container, we have several options:

The first, most common, is the attempt to ignore it. Let them bother. Bet on time and speed and cost to get them on the hump.

The second, a variation of this, is to spend as little as possible to solve the pit problem. Admit the problem, confirm, but leave the problem boilerplate and your lowest cost (least trained, least respected) people.

Third, the smart, tough choice is to invest in onboarding.

At $ 50 per hour, a well-trained, passionate and committed person may be able to ship up to four customers per hour. It costs you অর্জন 12.50 to save $ 300 to $ 800 (or more) to get that customer trial in the first place.

This person is not a substitute for what you sell or distribute. This person is the bridge over the ditch.

They are the patient’s voice at the end of the phone (those holding a ring) to help with the irresistible bit of software. Or the person who sends a handwritten note telling the guest what to expect when they visit your hotel. Or the person who calls out ‘hi’ as soon as the blank starts. Don’t read a script, but work hard to make a connection and a difference between your ad and your position.

Key rhetorical questions, usually unanswered and unanswered: Is it an expense or an investment?

Canal graph over time

Comments: Promotion is the time and expense of encouraging non-customers to raise their expectations.

When reality penetrates, when we try to understand what is actually involved, when the submerged costs become clear and when the buyer’s remorse begins. It’s the feeling of being alone at a cocktail party filled with forms, warmups and people who know each other.

Many of your potential lifelong, helpful and profitable customers are never realized on the other side of the canal, because they are gone before you have a chance to enjoy them.

Real marketing success happens after the trough, when people are loyal, when the product or service is significant and when the word spreads.

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