All successful marketing works the same

All successful marketing basically works the same.

It makes customers see a brighter future and leads them to the point of no return, a point where it becomes an unbearable thought for them to go back to normal and so the only possible resolution is to buy your product.

Successful marketing makes the customer want that brighter future.

The problem is: Sneaky marketers know that, too. Well, they know 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 caring about whether they can keep these promises.

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

The challenge for the customer is to notice the difference: Does the marketer (only) care for their money or for delivering on the promise?

The lesson for honest marketers is to understand these principles of successful marketing and master them even better than the sneaky marketer, by answering these three questions:

  1. What is it that my customers truly desire?
  2. What is the boldest promise that I can confidently make towards that desire?
  3. How can I lead them to the point of no return?

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Dr. Michael Gerharz

Dr. Michael Gerharz


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