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Marketing Over Coffee Marketing Podcast
Say What They Can’t Unhear
Oct 11, 2024
Tamsen Webster, an acclaimed author and TEDx speaker, discusses her latest work on lasting change and the principles of impactful communication. She emphasizes the difference between immediate marketing tactics and creating sustainable change. The conversation dives into the significance of internal motivation, crafting persuasive arguments based on Aristotle’s logic, and recognizing the intelligence of clients in communications. Tamsen also shares insights on how desire and structured messaging can enhance customer engagement and decision-making.
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Quick takeaways
- Effective change communication relies on framing messages to evoke understanding and agreement, influencing audience acceptance significantly.
- Aligning marketing messages with the audience's identity and self-perception enhances engagement and decision-making in B2B contexts.
Deep dives
The Motivation Behind Writing
The drive to write 'Say What They Can't Unhear' stemmed from a deep desire to share insights gained from years of experience in change communications. The author acknowledges that effective communication strategies often clash with the need for long-term change, emphasizing that many tactics used in marketing and sales might not foster sustained action. Drawing from scientific research, she argues the importance of understanding human behavior and the psychology behind decision-making, particularly in terms of retaining clients and driving genuine engagement. The book aims to bridge the gap between driving immediate action and fostering lasting change, reinforcing the need for marketers and leaders to adopt a more strategic approach.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode