This is a mail exchange with my marketing friend John that turned into a co-blog-post about marketing, in particular about my incessant protesting anything "push":
In essence it all boils down to what Hugh would have termed - "Having a totally fucking amazing product is Job One" - that's the start and the end.
To which John rightly goes - "once you have created this totally amazing thing you can't just sit back and wait for the pull to happen, you have to ensure that the pullers become aware of it and that must involve an element of pushing."
But how to nudge? Can the nudging be pull or push too?
Being a lazy bloke I obviously love being seduced by war paint, deep cut front, high heels... etc. but:
- Seduction could lead to mutterings of "oh shit!" the next morning... I've heard.
- Seduction is "push".
- Seduction seldom leads to marriage.
- Attraction is "pull".
- Attraction takes more time.
- Being attracted is enjoyable too, but lasts longer.
- Attraction is best path to a long lasting relationship.
- Seduction requires much lip gloss, deep cut fronts, high heels...
- Attraction requires transparency, allow all to be seen - warts too.
But, as John puts it, even attracting means that you have to be there, nothing happens if you hide in a corner!
Seduction (if done right) is quick and cheap, attraction takes time... guess that's why tinkering with enterprise software is harder than doing web 2.0 flashy stuff. Ah, the lack of natural curves and lip gloss... sigh.