Foster Bias & Sales is an imaginary ad agency name I came up with that offers a trifecta of marketing success. These steps to a sale apply to marketing, advertising, even memo writing.
It starts by fostering a positive and receptive environment in which to communicate with customers. Product context, entertainment and/or education are all tools used to foster interest. Gather attention and predispose consumers to listen….that’s Mr. Foster.
Create bias toward your product or against a key competitor is step two. This is where marketers become competitors. Care-abouts and good-ats are what the brand planner mines and the communicator deals in here. Creating bias is not nuanced. It’s hardball.
Sales obviously refers to action. Real purchase, decision to purchase, or predisposition to purchase. In the sales trade this is called “asking for the order.” Even if implicit. Being too pushy is not attractive, however. You have to know how and when to ask. If you cross the line you may damage to your ability to foster a proper selling environment. Know when to walk away. Customers appreciate commitment sans the pushy hand. They may come back.