It turns out that a fast-growing trend is also likely to become a
fast-fading trend. One analysis says: the people who jump on a fast-moving
trend are fickle early adopters. This group is most likely to race on
to the next thing, and is also least likely to want to sign up for
something that feels tired.
Another way to look at it: if you
want to stick around for a while, you need to make the difficult sales
to the middle of the market or have a ready supply of new stuff ready to entertain the never-satisfied early adopters.
That
sounds pretty obvious as I read it, but I wonder why marketers
everywhere ignore it? We say we're eager to build a brand for the ages,
but we spend all our time and money launching it to the early adopters
instead of patiently earning the trust of the middle.
Are you ready to sick around?
I am a father, husband and cook. I love using the Internet to help people discover financial independence. My marketing experience predates the Internet and includes working with some of the largest retailers and publishers in the world. My hero is my father and mentor is my former boss. My teachers are Seth Godin and many others. I believe in the Bionic Band™ and its technology.