Acquisition goals

- To me, the concept of speed dating sounds frightening.…Having only a limited amount of time to explain…who you are and what you offer…to a person you've never met before…is enough to make even the most confident person cringe.…Do you try to come off cool and hope…you get a follow-up date?…Or do you spill the beans about…who you are and hope that works?…In a way, advertising to a new customer is basically…the same thing as speed dating, but even faster.…From the moment a customer sees your ad…to the moment they decide to proceed or pass,…their brain is making constant value judgments about the ad,…and most importantly, your ad copy.…

If someone is a net new customer,…then we're looking to acquire their business.…Hence, let's talk about acquisition-based goals.…While the entire discipline of consumer choice theory…and consumer marketing is devoted to acquiring customers,…there's a few lessons I've learned…that summarizes some of their concepts.…Put your best foot forward.…Start with your value proposition,…which we can define as a thing you have…