Question #2: How Much Info to Give the Customer Up Front

Zoe asks:

Is it better to market a product without telling the consumer what it is? Or giving them all of the information up front? What I mean is, is it better to make the consumer want the product before knowing what it is?

I'll let David comment on this one, but gosh, if you deceive or ignore a consumer these days, you'd better expect that the blogosphere will uncover it pretty quickly and spread the word.   Just ask Whole Foods or Kryptonite locks.

Comments

[Lynn M]

I agree with David's comment. Meeting the buyer's needs is what's most important. Mystery may be alluring -- they may take a closer look to see what it's all about -- but ultimately if you don't give enough information they'll be turned off. For instance, sometimes people are turned off when a price isn't listed. They figure, "if I have to ask the price, I can't afford it."

Imagine going into a job interview with a mysterious resume or no information to back up your claims. The hiring manager wants to see how you can fill his/her needs. When an employer decides to "buy" your services they want to be sure they're getting a quality product, that's why your personal marketing should never be one of mystery.

[David Meerman Scott]

Nobody cares about your products. They care about themselves. And they care about answers to their problems. So you should always market based on your buyers needs and your buyers market problems. Your products are the last things that matter.