Great little nugget from master marketer, Bob Bly's newsletter:

"***Why Home Depot has a "paint color of the year"***

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A poll shows that 62% of millennials seek the advice of

a professional in choosing a paint color for the

interior of their home.

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And 40% of home owners worry that, whatever color they

pick, they will soon get sick of it.

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So for 2024, Behr--the house brand for Home

Depot--picked a color of the year--called cracked

pepper.

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According to an article in Adweek (8/23/23), picking

a color of the year 'furnishes reluctant shoppers with

the missing emotion they need to make a purchase --

confidence -- and helps with the narrowing

of choices.'"

What Does This Mean For You?

Buying decisions are riddled with uncertainty. Consumers are finicky and any little amount of doubt can sway the buying decision.

Therefore you must...

1 -- Make sure the PRODUCT (OR SERVICE), PROCESS and PEOPLE of your business are tight, run like a well-oiled machine and deliver beyond the client's expectations.

2 -- In the event there are confidence deficiencies, find ways to fill them so your customer feels reassured... whether that is more positive reviews/testimonials, great case studies, a solid (almost crazy) guarantee (that you will stand behind), educating the client, having an ALL-STAR team, gaining any type of media exposure and sharing it with everyone, etc.

Lack of confidence is one of the biggest impediments to buying -- sometimes even bigger than price. It's your job to find out the why and solve it.