… and yet, there’s a crucial difference in how honest marketers and sneaky marketers approach it …
Some things are easier said than done. But I’m here to help. Ask me anything about the art of communicating and I will answer it in one of the upcoming episodes. Head over to https://michaelgerharz.com/qa
Transcripts
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All successful marketing basically works the same.
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It makes customers see a brighter future and then it leads them to the point of
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no return, a point where it becomes an unbearable thought for them to go back
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to normal so that the only possible resolution is to buy your product.
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Successful marketing makes the customer want that brighter future.
The problem is:
sneaky marketers know that, too.
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Actually they know it particularly well.
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All of the sneaky marketing schemes out there are built on that principle.
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Sneaky marketers are masterful at figuring out what customers desire
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and then making bold promises around these desires without, and that's
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the catch, without caring about whether they can keep these promises.
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The challenge for honest marketers is that they do care for keeping their promises.
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So when they make a bold promise, they need to work extra hard
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to actually be able to keep it.
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The challenge for the customer is to notice the difference.
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Does the marketer only care for the money?
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Or do they actually care for delivering on the promise?
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If you are an honest marketer, the lesson here is to understand these principles
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of successful marketing and master them even better than the sneaky marketer.
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Here are three questions that might help you with this:
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first, what is it that my customer truly desires?
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Second.
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What is the boldest promise that I can confidently make towards that
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desire and still be able to keep it.
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Can you make it even bolder?
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And third, how can you lead them to the point of no return?
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The point at which it becomes an unbearable thought for
