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