When we're in our teens and twenties, sometimes you have this like, your breaking away from your family. There is a temptation to sort of look for the negative in your family. But there's incredible power to actually kind of rewrite your own story - shine the spotlight on different things. As corporations, as businesses, i believe that corporations spending marketing dollars are the dominant influence in america on what cultural narrative we buy into.
What are you selling? Your quick answer may be “real estate” or “jewelry” -- but to really connect with customers, you need to understand the deeper value you offer them. You don’t sell real estate, you sell peace of mind. You don’t sell jewelry, you sell confidence.
Join us on this episode for a deep dive into defining what your customer really wants. First, Don and JJ talk about why we need to understand our customers’ desires. Then, Don interviews advertising executive Aaron James about real-world ad campaigns that have done just that.
If you want to give yourself a big advantage as we start 2019, this is the episode for you!