AB Data

I’ve always loved studying the various approaches, formulae, messages, and tactics vendors use to gain the interest and attention of their target buyers. As a buyer, I’ve seen compelling examples of them. I’ve also seen some of the most brutal. But through it all, I’ve noticed an interesting mathematical relationship between two critical factors; the perceived value of your solution and the attention you need from your target buyer in order to convert, or at the very least engage, them. As a modern seller or marketer, understanding this relationship is critical to ensuring you focus on the tactics and activities that get you the best return.


Let me explain.

Some products and services are unique, innovative, and amazing. Their value propositions are compelling and clear: like the iPhone or a Tesla car. Others are mainstream and exist in a marketplace of undifferentiated similar solutions: like running shoes and flatscreen TVs. At the same time, some sales and marketing organizations do a fantastic job of capturing a buyer’s imagination and mindshare. Others can barely raise an eyebrow.




The principle is that as the perceived value of a product afghanistan telegram data increases, the degree of attention or mindshare you need from a customer in order to take notice decreases.


For example, Apple rarely has to do any heavy marketing in order to whip up a frenzy around the release of their latest products. They simply issue a press release letting everyone know when they plan to make their next official announcement, and thousands of news outlets around the world immediately begin to rally around leaked specifications, clues, and scraps of disparate data points, to speculate on the details of the forthcoming devices. Apple’s products are examples of an elite, game-changing variety. As a result, they require little attention or discretionary mindshare on the part of buyers in order to take notice.