How to Be Awesome at Your Job

973: Mastering the New Rules of Persuasion with Leslie Zane

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.

44:35

Episode guests

Leslie Zane

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Highlights

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Leverage triggers to bypass resistance and drive success in persuasion.

Uncover negative associations and replace them with positive triggers for brand growth.

Deep dives

Persuasion Through Instinct and Triggers

95% of decisions humans make are based on instinct, bypassing the resistant conscious mind. Leslie Zane discusses how tapping into human instincts through triggers can enhance persuasion and brand effectiveness. By understanding subconscious drivers and implicit barriers, positive associations can grow a brand's Connectome and resonate more deeply with the target audience. Emphasizing the power of triggers over overt messaging, Zane highlights the importance of leveraging familiarity and shared values to influence decision-making.

Prioritize Prospective Customers Over Core Clients

01:23

Connect Through Common Values

01:25

Different Minds, Different Markets

01:38

Instinct Over Intellect

01:28

Intro

2min

Understanding the Influence of Instincts on Decision-Making

2min

Unconscious Brand Associations and Marketing Strategies

14min

Utilizing Triggers and Emotional Connections in Marketing

20min

Mastering Brand Growth through the 'Keep Stop Add' Formula

3min

Maximizing Hiring Efficiency with LinkedIn Jobs and Exploring Management Resources with Harvard Business Review

3min

Insights on Branding, Research, and Persuasion Strategies

2min

Exploring Instincts and Emotions in Persuasion

2min

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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