“Our product is superior to the competition. Our advertising shows people how we’re better. Why aren’t people buying our product?”

There could be many reasons, but today I’m going to focus on one possibility: You’re not talking to the green cows. (before you question my sanity, read the rest)

A lot of marketing and advertising focuses on what you get if you buy. Believe it or not, most people don’t care about what they can get. They care about what they’re missing.

And there is a difference.

I could sell $19 DVD players year round, but Best Buy would sell more for $29 in one day (after Thanksgiving) because people don’t want to miss the sales event.

I could create the best drama on television, but people would rather watch American Idol so they don’t miss out on the water cooler talk at work.

The key isn’t just creating greener grass and educating the public on its benefits. The key is getting greener grass closer to the green cows. Those who want what is on the other side of the fence. They don’t have it, but it is attainable with the opening of a gate (purchase, investment of time or effort, entering a contest, etc.).

“How do I get my grass on the other side of the green cow’s fence?” Asking this question may answer the question at the top of this post.