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If marketing was a bakery
Episode 162 • 4th August 2022 • Irresistible Communication • Dr. Michael Gerharz
00:00:00 00:02:40

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If marketing was a bakery, we would all probably hate their cake. Here’s why …

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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Transcripts

Speaker:

If marketing was a bakery, we would probably all hate their cake.

And here's why:

As a baker, when your cake doesn't taste great, the

And here's why:

best thing you can do is to learn to bake up better tasting cake, right?

And here's why:

However, the default approach of many marketers is rather different.

And here's why:

They will just take the cake, even if it's not that great

And here's why:

and decorate it beautifully.

And here's why:

Invent a story about how the recipe is an ancient and long forgotten

And here's why:

secret off someone's grandmother.

And here's why:

Throw some incentives in, so you can let's say get three if you buy two, although

And here's why:

our customers might not even want one.

And here's why:

And of course, have a celebrity who never tasted the cake

And here's why:

tell us how delicious it is.

And here's why:

And then, when you've tricked the customer into buying that piece of

And here's why:

cake, trust erodes as the experience falls short of the expectation.

And here's why:

Sure, the first bite is with the eye.

And here's why:

But sooner or later, the customer gets to experience the actual taste.

And here's why:

If the actual bite isn't great, that first impression of our

And here's why:

eyes will quickly be forgotten.

And here's why:

The default approach to marketing is prone to deception.

And here's why:

Give me what you have and I will make it appear attractive and find ways

And here's why:

to persuade a customer to buy it.

And here's why:

Lighting the path is different.

And here's why:

You start with a great tasting cake.

And here's why:

You decorate a great cake not as a means to hide a weakness, but because

And here's why:

it makes a great cake even greater.

And here's why:

You don't invent a story about the recipe to make it appear cooler.

And here's why:

You tell the actual story because it's fascinating, let's say due

And here's why:

to the breathtaking attention to detail in making the cake.

And here's why:

And here's when that pays off.

And here's why:

When the actual bite confirms the eyes’ bite, it builds trust and we

And here's why:

might fall in love with the cake.

And here's why:

And buy a second one even without any incentive.

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