[Sigia-l] Jared Spool's article on galleries

[James Melzer]

Couldn't you make this segmentation a bit more task-oriented, instead?
Rather than presenting it in terms of levels, show some common tasks
enabled by each technology. I don't know what Bluetooth actually does,
but I'd like to use a wireless headset = I need a Bluetooth phone but
I don't know it.

...But you shouldn't forget about the status oriented folks, who make
purchases based on impressive specs. Go ahead and show the technical
specs for these folks. To use the VW example, I'm fairly certain that
most people can't tell the difference between a V-8 and a V-12. But
some core audience segment will be willing to pay $25,000 more for the
V-12 for the status of owning one. That's a pretty crucial segment.

~ James

--
James Melzer
http://www.jamesmelzer.com
http://del.icio.us/jamesmelzer

On 12/23/05, Mike.Steckel at sematech.org <Mike.Steckel at sematech.org> wrote:
>
> Olly,
>
> I wanted to respond to something you said:
>
> "if you define a set of 'simple phones' then the other phones are by
> implication 'complex phones', and that's not a message you want to
> give."
>
> I agree with you -- but this is why you need to take control of the
> language here. "Simple" might well describe someone who is just looking
> for the basics. The next level of complexity would need to be labeled
> based on an entirely different line of thinking. I chose "Connected"
> (admittedly, not so great) because I thought that if I was looking for a
> phone with wi-fi, bluetooth, or something like that, that would sound
> better to me than "simple." People make a choice after comparing all
> available options. In other words, they will compare these two choices
> and decide which is closer to what they want out of their phone. If the
> choices are "Simple" or "Connected" you lessen the impact of the
> "Complex" reference and reinforce what the person is looking for.
>
> -- Mike Steckel
>
>
>
>
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