… 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

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My new book is out now

You’ve got a bold vision and a strategy to achieve it! But why does your company seem to be standing still? Why is the gap between what strategy promises and what it delivers so vast and disheartening? And what to do about it? Find out in my new book “The PATH to Strategic Impact”: https://geni.us/the-path

New book

All successful marketing basically works the same.

It makes customers see a brighter future and then it leads them to the point of

no return, a point where it becomes an unbearable thought for them to go back

to normal so that the only possible resolution is to buy your product.

Successful marketing makes the customer want that brighter future.

sneaky marketers know that, too.

Actually they know it particularly well.

All of the sneaky marketing schemes out there are built on that principle.

Sneaky marketers are masterful at figuring out what customers desire

and then making bold promises around these desires without, and that's

the catch, without caring about whether they can keep these promises.

The challenge for honest marketers is that they do care for keeping their promises.

So when they make a bold promise, they need to work extra hard

to actually be able to keep it.

The challenge for the customer is to notice the difference.

Does the marketer only care for the money?

Or do they actually care for delivering on the promise?

If you are an honest marketer, the lesson here is to understand these principles

of successful marketing and master them even better than the sneaky marketer.

Here are three questions that might help you with this:

first, what is it that my customer truly desires?

Second.

What is the boldest promise that I can confidently make towards that

desire and still be able to keep it.

Can you make it even bolder?

And third, how can you lead them to the point of no return?

The point at which it becomes an unbearable thought for

them not to buy your product.