The 10 Cravings: Filter Out the Clutter
Editors and filters step into a new role of prominence
The Connected Generation Podcast: Filter Out the Clutter, Episodes 16-18
In a world that’s inundated with choices, consumers rely on editors to sift through the raw data and identify the top picks. Surprising niche discoveries make us feel in the know and carefully cultivated choices help reflect and shape our personalities.
Example: Bloggers have become powerful editors across all topics and industries
Strategies:
• Ask: “For whom are we doing this and what do they want to get out of the process, product or service?”
• Build human and digital editing mechanisms into your brands, products, and websites.
• Create filters in both “practical” (insurance) and “passion” (fashion) categories.
• Create an influential insider who edits for your brand community.
Actionable ideas:
1. If you had to decrease your inventory or service offering by 75 percent, what criteria would you use to edit the mix and what products or services would be left in your lineup?
2. You have thirty days to create some form of editing or filtering that will make the purchase process simpler and faster. What aspects of the purchase process will you tackle and what formats will your editing take?
This post was written by Lisa Johnson
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