Why marketing gets easier when you stop trying to persuade your customer (and what to do instead) …
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Transcript
Traditionally, marketing is about getting the audience to do something.
Michael:Let's say, buy your product, vote for your cause or donate for your organization.
Michael:Marketers use all sorts of subtle techniques to gently and sometimes not
Michael:so gently push or pull their audience in the direction they want them to go.
Michael:If the customer doesn't buy, well, we've gotta try harder and for example,
Michael:incentivize the purchase, decorate the packaging a little better, pay
Michael:a celebrity to endorse the product.
Michael:Lighting the path is different.
Michael:It trusts the audience with the decision to follow your advice, because it turns
Michael:out that people above the age of one prefer not to be pushed or pulled.
Michael:They prefer to walk on their own.
Michael:And they're so much more loyal when they do.
Michael:This can only work when you start with empathy.
Michael:When you deeply care for what matters to your customers, then
Michael:you're going to build products that truly change things for the better.
Michael:You're going to understand their struggles.
Michael:And know what they strive for.
Michael:And you are going to speak their language.
Michael:Guess what happens when you solve someone's struggle and explain
Michael:it to them in their own language.
Michael:They're going to resonate.
Michael:No need to push or pull.
Michael:Don't persuade harder, resonate stronger!