Momentum Marketing: How to get the ball rolling toward a purchase decision
“An object at rest stays at rest and an object in motion stays in motion with the same speed and in the same direction unless acted upon by an unbalanced force.”
Those words probably sound familiar to you, as Newton’s first law of motion (the law of inertia). As a marketer, you can think of them as a physics-level explanation of a psychological phenomenon — customer behavior.
Rare is the customer who will go from zero to purchasing your product. That is, the impulse purchase.
For all other customers, they will tend to stay at rest until you get that ball rolling in the direction you want it to go.
Building momentum with intermediate payments
How do you start building momentum? Well, there are two other crucial payments from the customer that you should earn. And we’re calling them out by name in today’s MarketingSherpa blog post because, while your company may be doing them on some level already, these intermediate payments often get overlooked and under-resourced in favor of the granddaddy of them all — the fiscal transaction.
But all three of these payments require a value exchange, not just the fiscal payment. So make sure your company is providing unique value in order to earn all of these payments.
Payment #1: Attention payment
In the discovery phase, your ideal prospect shows some interest or has a felt need for your product. Sometimes this is front of mind, and they are particularly interested in the topic in their daily interactions.
Other times, it’s very subconscious, and they don’t even realize they were ever considering purchasing your product or even your product category until they come across your message.
