973: Mastering the New Rules of Persuasion with Leslie Zane

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Jun 24, 2024

Leslie Zane discusses the new rules of persuasion, highlighting the importance of triggers and overcoming resistance. She emphasizes the power of emotional connections in marketing and shares insights on mastering brand growth through the 'keep stop add' formula. Zane also explores strategies for maximizing hiring efficiency and aligning core customers with growth targets for conversions.

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INSIGHT

Unpersuadable Humans

Humans are largely unpersuadable through conscious reasoning.
Instead, target their instincts by tapping into their subconscious mind.

ADVICE

Brand Connectome

Understand your brand connectome, the memories associated with your brand.
Prune negative associations and cultivate positive ones to grow your connectome.

ANECDOTE

Johnson's Baby and Fatherhood

Leslie Zane championed featuring fathers in Johnson's Baby ads, despite resistance.
This "trigger" of a father's tender care resonated with audiences, boosting sales.

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Leslie Zane reveals why traditional persuasion tactics often fall short—and offers a new alternative that’s more effective.

— YOU’LL LEARN —

1) Why most attempts at persuasion fall short

2) How to bypass resistance with triggers

3) The unexpected people who will drive your success

Subscribe or visit AwesomeAtYourJob.com/ep973 for clickable versions of the links below.

— ABOUT LESLIE —

Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. In 1995, she founded Triggers®, a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients. Today, Triggers’ strategies are evident in diverse fields from consumer-packaged goods, health care and insurance.

An alumna of Yale, Harvard Business School and Bain & Company, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. In 2021, she coined the term “Covid-stasis” forecasting the pandemic’s lasting psychological and behavioral effects. Zane has been published in prestigious publications including Knowledge@Wharton, Harvard Business Review, World Economic Forum, Newsweek and Ad Age. Zane is a board member of El Centro Hispano, the leading non-profit empowering Hispanic immigrants with skills to thrive in the United States.

• Book: The Power of Instinct: The New Rules of Persuasion in Business and Life

• Book site: ThePowerOfInstinctBook.com

• LinkedIn: Leslie Zane

— RESOURCES MENTIONED IN THE SHOW —

• Book: The Measure: A Read with Jenna Pick by Nikki Erlick

• Movie Scene: Planes,Trains and Automobiles (1987), curtain earrings

— THANK YOU, SPONSORS! —

• Harvard Business Review. Get 10% off your subscription at HBR.org/subscriptions with the promo code AWESOME

• Hello Bello. Get 30% off your first customizable bundle with HelloBello.com/awesome

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