The answer is both, but at different times of the sales process.
I’ve talked about the sales funnel before, and about how a deconstruction of the model forms the backbone of the Watertight Marketing methodology (in which I am Accredited and licenced). But when we start talking about logical and emotional messaging in marketing, it’s imperative to understand where in the sales funnel your buyer is at the moment that they encounter your message.
Last month, on the final day of the Olympic track cycling competition, Team GB Performance Director Dave Brailsford explained the "marginal gains" strategy that had proven to be the secret to Team GB's success.
He said, "The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together." (BBC News)
He explained one of the first things he taught the team was how to wash their hands. They were all instructed to spend an extra 5 seconds washing their hands every time they did this, and he estimated that those 5 seconds per hand-wash, over the course of 4 years, gave them an extra 5 days of training by reducing infections. Those 5 extra days of training might have given the team a gain of a few microseconds on the track. And at Olympic level, those microseconds can make all the difference.
I couldn't help but think of the parallels of this in marketing.
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