Don't underestimate how lazy your clients are

Philip Morgan

I just spent $50 to buy a bombilla (a straw used to drink tea made with loose leaf Yerba Mate). Here it is:ImageIf you know anything about bombillas, you know this is the equivalent of spending $20 for a cup of coffee. It's a premium price.In a lot of ways, I'm rather thrifty (I'm mostly a value shopper). So why did I spend $50 on a stainless steel straw to drink my hippie tea?It was a perfect storm of three things:ImageI was frustrated with my current bombilla. It clogs all the time and makes it very un-fun to consume Yerba Mate.I was feeling lazy. Summer's here and I just didn't feel like doing a ton of research on the perfect replacement bombilla--one that wouldn't clog up.And that's where familiarity comes in.Some time ago, I got on the email list of a company called Circle of Drink. They're fellow Drip users, and perhaps what's what drew me to join their list. I've probably been on their list now for 6 months.I don't even really read their emails anymore. But when I'm skimming through my inbox, there they are, every few days.ImageYeah, I read the first few emails they sent. But after that, I tuned them out and let SaneBox do its thing.Until today. Until I was fed up with my current bombilla and ready to freaking solve this (admittedly First World) problem once and for all.That's when I went to Gmail, searched for Yerba Mate, scanned the search results for an email from a familiar name, went to Circle of Drink's site,found the most clog-proof-looking bombilla they offered (also their most expensive one, which is probably no pricing accident), and bought it.Do you think your clients are less lazy than I was in this situation? I'd bet money they're not.Do you think they value familiarity less than I did in this situation? Again, my money is on them being just as influenced by familiarity as I was.That familiarity was created through email marketing and positioning.With a slow, steady drip of emails about one single thing (Yerba Mate-related products), Circle of Drink dominated a "money search" in my inbox. By money search, I mean one that happened right at the moment I was ready to spend cash to make a problem go away.I didn't even remember the company's name. My thought process went exactly like this:_"Gaaaaah! I want to melt this bombilla down into molten metal, cast a sculpture of a middle finger with it, and FedEx the signed middle finger sculpture to the person who designed it!!! Now where's that company that's always emailing me about Yerba Mate products...?"_Tell me again why you aren't building even a tiny email list of buyers and emailing them something of value regularly? :)If it's because your positioning isn't dialed in, I can help with that: http://thepositioningmanual.com