Is it better to heavily promote your business via one channel (e.g. do loads of digital advertising on one platform) or is it better to spread your budget across a number of different channels?
To answer this question, we need to understand the psychology behind how people buy things. Specifically, we need to understand how people become convinced that a company or product is a legitimate option and worthy of consideration.
We all have different mental strategies for deciding whether something is “OK”. Some people don’t need much evidence to be convinced of something. Other people need a lot of evidence before they believe something is true.
If you’re only promoting yourself in one place then you will only attract those who only need one source of evidence. Anyone who needs more than one source will probably not be convinced to take action and you’ll miss out on a big chunk of your market.
On average, people need three sources of evidence before they’re convinced something is true. We see this evidenced in academia when research has to be replicated three times before it is accepted as true.
How do we apply this to marketing?
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