The Days Of Simple Selling Are Over!

Now we've got a new situation; buyers no longer have to rely on limited sources of information about a product or
service. The landscape of business now involves volumes of information, increased competition, choices, and more
resistance.

There is now price competition that didn't exist before. Products are becoming commodities and a lot of the marketing
messages are identical. Because of all of this, a wedge has been created between the seller and the buyer. This wedge
is called "The Confidence Gap."

The Confidence Gap

So the marketing goal needs to be to narrow the Confidence Gap and restore the consumer's trust and confidence.

Marketing Is Just The Tool To Bridge The Confidence Gap

Marketing is low or no pressure. Marketing is one-way communication. It's not afraid of rejection. It's not obtrusive.
People can review marketing at their own pace and when it's convenient for them. If they aren't interested, they can
ignore it altogether. No commitment. That is why a solid marketing program is key to success of your business.