CUSTOMER INERTIA: HOW TO BEAT IT AND INCREASE SALES BEYOND EXPECTATIONS

Summary from the TLDR Marketing newsletter

Customer inertia represents emotions like anxiety or discomfort that prevent a person from making a purchase. For example, in the 1970s, people were afraid of loan rejection despite being good candidates, so The Fidelity Bank ran an ad campaign to assure them of available funds. Brands can beat customer inertia by understanding customers' emotions, considering the status quo while positioning, eliminating the confusion that causes analysis paralysis, and considering non-buyers in addition to buyers.