Pro Tip: Talk to Your Customers Like Friends
Most owners get this wrong in their preoccupation with delivering factual information. But buying decisions are almost never rational.
2024-04-24T01:34:36+00:00By Jeff Sexton|
Most owners get this wrong in their preoccupation with delivering factual information. But buying decisions are almost never rational.
2024-04-23T13:26:04+00:00By Jeff Sexton|
If your ads can be ignored, they will be. Which is a good thing. If your ads are high-impact and your competitors' aren’t: you win.
2024-04-23T19:30:12+00:00By Jeff Sexton|
1. You are special. 2. It’s not your fault. What is your advertising doing to communicate those appeals to your prospects?
2024-04-11T03:09:08+00:00By Jeff Sexton|
B2B sales are intensely personal for the main decision-makers in the process. If things blow up, they suffer tremendously.
2024-04-11T03:27:02+00:00By Jeff Sexton|
They’re going to buy from someone. It’s just a matter of getting them to prefer you. And some connection beats no connection.
2024-03-18T15:12:26+00:00By Jeff Sexton|
What Aristotle and lawyers both know about persuasive sequencing that you don’t.
2024-03-18T15:11:53+00:00By Jeff Sexton|
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
2024-03-15T16:58:08+00:00By Jeff Sexton|
Leave some in the tank. All that extra “messaging” you want to stuff in the ad ends up trying the patience and goodwill of your audience.
2024-03-15T16:59:15+00:00By Jeff Sexton|
If a guarantee is supposed to place risk on your business, but it doesn’t feel risky… Then it’s not doing its job.
2024-02-20T19:09:43+00:00By Jeff Sexton|
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.
2024-02-20T19:19:04+00:00By Jeff Sexton|
An uncertain buyer never says yes, and we're in uncertain times. How specifically can you overcome that?
2024-02-20T19:30:02+00:00By Jeff Sexton|
You can have a name, logo, brand colors, uniforms, and all that jazz, but without this one thing, you don’t have a brand.
2024-03-15T17:00:39+00:00By Jeff Sexton|
Ries and Trout famously advised challenger brands to “find the weakness in your competitor’s strength.”
2024-03-15T17:01:52+00:00By Jeff Sexton|
If the people speaking to customers are mere “Order Takers” with no empathy, you’ll damage your brand.
2024-03-15T17:04:15+00:00By Jeff Sexton|
When your brand design language mismatches your business model, you run into trouble.