- Fri, April 11 2008
- Filed under: Marketing essentials
On my way to my daughter’s school, every morning, I pass a house that has a creche in its front yard. It’s been there since early December. Baby Jesus has been lingering there for the entire winter and Spring, and at this rate he may be slumbering into the summer.
He is covered with pollen these days.
Every morning, my daughter takes note of his long, post-seasonal stay in the manger.
“It’s STILL there!” she notes.
Then she asks why.
You could attribute all kinds of interesting reasons for this never-ending nativity scene. Maybe it’s a family that practices a particular kind of christianity. Maybe they like the way the creche looks amid the Spring flowers and overgrown grass. Maybe they have the Christmas spirit all year long.
Or maybe they are just lazy. Maybe they still have their tree up inside too, because they haven’t summoned the energy to pack it up either.
My fave marketer, Seth Godin, says you can be sure of two things about all people: they are lazy, and they are in a hurry.
We marketers like to spend a lot of time analyzing why people do some things or don’t do some things. We think of religion, attitudes, mindsets. But we should also be thinking of lazy. And in a hurry.
Maybe we’re just making it too darn hard for people to take action.
Maybe if taking action was really easy, more people would do it.
Never underestimate the importance of ease and convenience.
Try vastly simplifying your call to action and the level of effort it requires. See what happens. You might get Christmas in April.