Marketing

The resolution of communication | Seth’s Blog

What’s higher, a cellphone name or a zoom name?

Which creates extra intimacy, a gathering in particular person or a hand-written letter?

The one reply is: it relies upon.

It’s tempting to consider that being in a retailer, surrounded by sights, smells, packaging, crowds and useful salespeople delivers extra interplay and gross sales than a catalog. However an organization like Zingerman’s manages to make a can of sardines sound way more thrilling than it could on the deli.

Once we talk, the actual concern isn’t what number of bits of knowledge can be found. As a substitute, I believe there are three forces at work:

Are we utilizing all the data we will? (The baker can select how the shop smells and the way the show seems to be).

Are we exhibiting up with permission, in the appropriate second?

Is there a path to emotional connection and belief?

Whether or not it’s connecting with an outdated pal or listening to from a politician, there’s no common hi-rez possibility. It’s extra sophisticated than that.



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