Most people make balanced decisions based on their past experiences, current situations and what they hope to happen in the future.
The challenge as an organization leader is trying to understand which one of the three your market bases the majority of their decision on.
Advertising agencies, PR firms and internal marketing directors commonly make the mistake of misjudging the clients/donors thinking process when positioning their brand and offering. Which sends the message to the market… “We are out of touch!” And leads to a high price tag per conversion (divide marketing budget, by number of sales = cost per conversion).
Here is a simple way to define the two primary ways people make decisions to help you reposition your brand and offering:
1. Lack of Vision
If a person or organization lacks vision (a long-term goal) they are more likely to make decisions based on helping their current situation even if their decisions cause long-term problems.
2. Clear Vision
If a person or organization has a clear vision (a long-term goal) they are more likely to make decisions based on their future hope of reaching their vision even if the decisions cause a short-term problem.
You can be more profitable (which equals effective) if you understand your markets decision drivers and use that knowledge to position your brand and offerings.