Negotiate Anything Ben Guttmann: Why Clear Messages Win and How to Design Them
Dec 18, 2024
Ben Guttmann, author of "Simply Put" and former marketing agency owner, shares insights on the art of clear communication. He recounts his journey from working with major brands like the NFL to writing about simplicity. The conversation highlights the psychological barriers that lead to complicated messaging, the importance of confidence in simplifying ideas, and how straightforward communication can enhance negotiations. Guttmann also discusses how complexity can obscure meaning and undermine authority, making clarity essential for effective interactions.
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From Basement Agency To Author
- Ben Guttmann explains his journey from running a basement marketing agency to selling it and becoming an author and consultant.
- He frames his experience as the origin of his book Simply Put and his ongoing focus on how to get people to care and act.
We Are All Marketers
- Everybody is a marketer now because we all need to convince others to care or act on ideas and causes.
- Simple messages consistently outperform complicated ones across roles like parents, teachers, entrepreneurs, and faith leaders.
Fluency Vs. Additive Bias
- Receivers prefer fluent (easy-to-process) messages which increase liking, trust, and purchase likelihood.
- Senders face an additive bias and external incentives that push them to overcomplicate and reduce fluency.
