Making it real by making it closer

October 7, 2008 at 4:50 pm | Posted in Marketing | Leave a comment

Marketers spend a lot of time describing a future and making it real. The more general you are in describing it, the farther away people imagine it is. “We’re going to launch a new product next year” sounds a lot more distant than handing someone a prototype and saying, “this launches on January 3rd at 2 pm at CES.”

Short version: If you want people to embrace your version of the future, talk about it like it’s right around the corner, not on another planet.

More here on Seth’s blog:


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