Have Your Cake and Eat It, Too

In government procurement circles, there is an unwritten rule that purchasers expect at best to realize two of the following three attributes in buying a product or service:

- Quality
- Cheap
- Timely

Applying this rule is simple.

If you want a quality, inexpensive product or service, you won’t get it in a timely fashion.

If you want a product or service that is cheap and timely, quality will be absent.

If you want a quality product or service in a timely fashion, it won’t be cheap.

Happily, with subscription technology, companies are creating and delivering quality, inexpensive, and timely marketing messages for their target audience that deliver on all three attributes and break this unwritten rule.

In message creation, savvy organizations:

1. Use smart people in the organization as subject matter experts and assure quality content.
2. Use existing employees in the organization (fixed cost) and keep message creation inexpensive.
3. Choose reliable people inside the organization to produce content and ensure timely delivery.

In message delivery, feeds are ideal because:

1. Subscription delivery levels the content cosmetic playing field, focusing subscriber attentions on content quality. Good stuff gets read and shared.
2. The entire subscription audience consumes content by choice, making it a completely efficient delivery system that is inexpensive and free of waste.
3. The subscription delivery / subscription reader mechanisms place timely content in front the audience at web speed.

With ‘E-natural selection,’ consumers vote for quality, inexpensive and timely content by staying subscribed to it. The strong survive and grow.

And as for the weak, the rest is history.