People pay $10 a month for Spotify because Spotify has, for all intents and purposes, all the music ever right at people’s fingertips.
So “Pay $10 for all the music”…that’s a pretty amazing deal.
But people don’t listen to all the music. In fact any given user listens to way less than 1% (300,000) of the 30million songs on Spotify.
So the truth is…”Pay $10 and listen to 1% of the music out there”.
1% would be plenty!!!! But no…We wouldn’t respond to that message. That message sucks. Even though that’s exactly what we all do.
It’s ‘all the music’ that gets us excited enough to sign up even though we’ll never consume anywhere near what we are paying for.
‘All the music’ is what entices us and makes us feel good about spending our $10.
Both marketing messages are true…but they certainly strike us in different ways.
There’s a difference between what’s true and what’s useful.
What’s useful needs to be true.
But what is true isn’t always useful.
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I’m always interested in your perspective, whether affirming or dissenting. Continue the conversation anytime: gabethebassplayer@gmail.com