#2: Mike McHargue—Why People Buy: The Powerful Science of Selling
Why That Worked – Presented by StoryBrand.ai
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Introduction
Donald miller: Customers are the hero, and they have a problem. Brands tend to sell solutions to external problems, but people buy solutions to internal problems. In other words, you do solve an external problem as a company, but your customers are looking for resolution to that feeling. And if we aim some marketing copy at resolving that feeling, it's going to go further than anyone else.
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