Not to ruin anyone’s appetite, but think of a popular hangout spot for flies.
Can millions of flies be wrong?
Cage: Essentially, that’s what Michael Cage is positing, and apparently has decided the flies have it*.
Cage: If I were working with an Apple retail store, the first thing a Windows user would see when they walked in the door is a big-ass sign saying:
Cage: Dear Windows User,
17 of you switch to Mac OS X every minute. Wonder why?
Cage: And a big, red arrow pointing to a special area of the store.
Honestly, and speaking only for myself, I don’t a) wonder, or b) care.
Later in the post…
A quick whirl around the blogosphere and you’ll see many people who are asking just that question. The sign is designed to get those people to “flag themselves” as being “one of them.” One they have self-segmented, then the edu-sales job (“gimme more”) begins.
It’s about getting them, not everyone.
And it all comes down to the numbers.
Let’s say for every 100 Windows users who drop into an Apple Store, one has the cajones to walk up to an Apple Store employee and ask them, “why should I switch?” (More people with “shopping questions” will NOT ask than will.)
Questions, comments and feedback are, to keep with the insect motif, like cockroaches. If one person says it, it’s a good bet five people (or more) think it and won’t say it. But, to make the point, let’s just say the sign and kiosk gets ONE … just ONE … additional person to ask per 100 visitors.
If the conversion rates (people asking to people converting) remains the same, they have now doubled the number of people walking out the door with a shiny, new Mac.
The marketing game isn’t to sell everyone. When low-hanging fruit is available … when you can reach out and grab it … and when you can do it in a way that’s consistent with the goals of your business, you grab it.
It’s not the 98 who don’t respond … it’s the one that does.
And it’s not about whether the flies are right for you … it’s about the flies who help others discover why the fly trap is right … for them.
(Note: If you haven’t already, you should add The Vision Thing to your blogroll. Very good stuff over there. )