Marketing efforts should focus on achieving one of four primary objectives based on client needs: increasing inquiries through curiosity, boosting sales via temporary offers, improving market share by highlighting unique value propositions, and building profit margins by aligning company philosophy with customer values.
The fundamental approach centers on creating insightful, persuasive messages that connect with audiences and strategically placing these messages for maximum impact.
Success requires understanding three key principles that drive human behavior and decision-making:
• Gaining Perspective: Help busy clients step back to understand how their offerings fit into customers' broader lives. Break communication into manageable themes and reassemble them innovatively, avoiding the pitfall of overemphasizing tangible features instead of addressing customer needs.
• Capturing Attention: Interrupt audience apathy by creating content that simultaneously confuses and informs, which triggers both adrenaline and dopamine responses. This neurological approach leverages our hardwired response to productive discord.
• Human Connection: Demonstrate genuine care for audience feelings through personal, human-centered approaches. Use language describing human actions rather than machine functions, recognizing that humans communicate both facts and emotions, unlike machines, which only transfer data.
• Brand Development: Build strong brands by establishing reputation through consistently fulfilled promises. Use advertising to set market expectations, then deliver products that meet or exceed them.
• Medium Selection: Choose appropriate advertising channels suited to the product cycle, ensuring each message contains the proper balance of facts and emotion for maximum persuasive impact.
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