“Customers make decisions emotionally and back them up with logic”. Wrong. Customers make decisions UNCONSCIOUSLY then support with logic. Subtle, but potent difference. It’s important to grasp this because it impacts your strategy, messaging and tactics.

I agree with all of this and would add that framing is important. You don’t want to be a photocopy brand that leads with the notion of “better”. Frame to be “different”. It’s far more compelling. Many ways to do this, including a PoV / storytelling etc

Without attention nothing can happen. But getting attention for the sake of attention is a race to the bottom. Think about it like this: See attention as the foundation on which you build familiarity and demand. It's a long term game, not a short term flash in the pan.

It’s easy to forget but with marketing the game is to change future behaviour.

Just finished a couple of free trainings: 1. How to write headlines using principles from linguistics 2. How to create and position against a "villain" for more attention and engagement Each has a PDF + video and based on my experience of what works. If you'd like it, let me

There are 2 kinds of ads: 1. The kind you want people to remember (brand) 2. The kind you want people to take action (direct response) You generally need a mix. Context will determine the split. Just be sure which you're making and optimise for it.

Way too many brands make similar claims in similar ways. I call it “echo messaging”. Thing is, it makes it really hard for a buyer to buy and increases skepticism. “If everyone says the same thing, who do I believe?” The key is to “change the conversation”, away from what

Brands that are Messaging Conformists just add to the noise by blending in with each other. But Messaging Rebels focus on what others are not saying and develop messaging that’s unique to them.

It doesn’t matter if you work in a saturated niche. You can always find ways to make what you do feel new and fresh. New and fresh = attention.

A lot of success will come down to you understanding the “messaging rules” in your niche… ….and breaking them in meaningful ways so you: - stand out from competition AND - be more relevant to your audience

Your tools for becoming a messaging rebel and standing out in saturated markets: ➡️ Jobs to be done - highly customer centric lens to discover unmet needs ➡️ Competitive messaging snapshot - so you see what your audience sees ➡️ Reframing - helps you to come up with unique and

If you want to stand out in your niche, your starting point is to identify the things that no one else is saying.

A simple approach to getting engagement that leads to action: Align and surprise.

If you’re taking an offer to market & feel resistance, get curious. You might find the crux isn’t the offer itself… …but your relationship to it. Develop conviction in your offer because certainty leads to better execution. Remember, when you sell something, the first

Relevance > personalisation