The “Zero Moment of Truth”?

Marketing, and selling things, changes over the years. These days it changes quickly.

In many cases, the deal is … your business either adapts … or dies. I’ve had a couple of businesses die, where I failed to find a way to adapt to the changing market. I’ve felt the pain, first hand.

The search behemoth, Google, has published an interesting view about marketing. I’d never heard of this before. It’s called the “Zero Moment of Truth.” This idea came from Proctor & Gamble, the soap barons, who know a thing or two about marketing. They apparently came up with this idea in 2005.

Here’s what the “Zero Moment of Truth” means …

What is the Zero Moment of Truth?

This phrase is based on the idea of the first moment of truth (FMOT) which is when a consumer comes across a shelf full of product and makes the decision on which to buy.

In that year, in a forward to a book called Lovemarks, the CEO of Procter & Gamble, A. G. Lafley said this:

“The best brands consistently win two moments of truth.

“The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another.

“The second occurs at home, when she uses the brand — and is delighted, or isn’t.”

I Can Relate. Can You?

I’ve had this experience. The moment at the store. And then the moment at home.

And I’ve talked to my customers, in a number of businesses I’ve run over the last 40 years. And I’ve heard them report these same moments.

Do you relate?

Evolution Today: What’s Changed?

Well, something has changed. The fact is, in many cases, I don’t go wandering down the aisles of the store. At least, that’s not my *first* action. In many cases, my first action is … searching online.

Have *you* had this experience? Searching online before visiting the store? Or searching online before buying online?

I’ll bet big money you’ve had this experience.

What Does This Tell Us?

It tells us that there’s a moment *before* the so-called “First Moment of Truth!”

It’s telling us about a new critical moment of decision. Google claims — and I believe them — that this happens before consumers even get into the store. Well, doh! Yup. Observation confirms this claim.

And whether you sell services or some product, local or online — a roofing contractor or an Amazon author selling books or a barber in your town or a traveling hypnotherapist — in many cases, your customers’ first impression — and quite possibly their final decision — will be made in this Zero Moment of Truth.

Want help? CopyDragon can Help

Want to take ownership of that Moment?

Or rather do nothing, and just let some competitor have it?

It’s up to you.

But if you want to have more control over your own destiny, over the forward movement of your business, both for greater prosperity and for ensuring better survival, then contact me for a free 15-minute Discovery Session.

Together, let’s see what can open up for you.

— Arthur

PS:  Watch for the next article. I’ve got a great video which illustrates this concept, OK?



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