At MarketingExperiments, we throw around a term a lot when we create content.
That term is “aha.”
I think it’s an extremely helpful term for marketers to understand and employ in their marketing.
But before I explain why it’s helpful, I want to first identify a serious problem in the world of marketing.
Often, even here at MarketingExperiments with our micro-yes inverted funnel, we are simply content to get a “yes” from our potential customers. A “yes” generally means a sale, a lead or a click, depending on where your realm of responsibility lies.
But what we don’t always get when a customer says “yes” is the maximum intensity of that “yes.” This translates ultimately to less momentum through the customer lifecycle, which translates to a lower lifetime value of a customer, which translates to lower revenue in the long term.
If you’ve ever bought a product that you needed because it was the lesser of two evils, you know exactly what I mean.