Our perceptions are truths that rule our purchase behavior. A perception may not be correct or follow any lines of what one would call logical reasoning. Perceptions held, in the mind of our customers, are the realities of their vivid imagination sparked by fantasies of emotional experiences. Simply put, there is mounting evidence that prospects and customers are basing many of their buying decisions on what they perceive to be right to them, regardless of rational or prudent thinking.
The shift from facts, versus the importance of perception, is in part due to the promotional activities of marketing communications and the tons of information dumped on consumers. Consumers are being forced to find ways to cope with the squall of information swirling about them. As a result consumers are chucking the information to make it less time consuming and more palatable, allowing them to understand a little about a lot.
As consumers continue to skim the surface of information being pitch at them they are choosing to limit their information to the least they need to know. Advertising and marketing gambits, that muddle their message, will be hard pressed to receive customer acceptance. Simple, fresh and clear communication helps the consumer process their decision quickly. If perceptions are reality to consumers, then in order for our products and services to receive customer acceptance, we must deliver our message in simple, fresh, clear and consistent communications.
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