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Seth Godin • All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
We all have needs to feel safe, to feel secure, to feel a close connection with others, and to feel that we belong. So if a brand is marketed as helping you to get one of these needs met, then that increases the chances of people feeling more drawn to that brand.
Dr. David Lewis • The Brain Sell: How the new mind sciences and the persuasion industry are reading our thoughts, influencing our emotions, and stimulating us to shop
People buy products that say something about themselves. Paying twice the price for Bulletproof Coffee versus the competitors says that the person is a high performer.
Ryan Daniel Moran • 12 Months to $1 Million: How to Pick a Winning Product, Build a Real Business, and Become a Seven-Figure Entrepreneur
The idea is that it’s easiest to scale a product, harder to scale a service, and most challenging to scale a feeling. Here’s my take: while consumers might buy a product once because of a trend, they’ll buy a product twenty times because of a feeling. Ultimately, it is that ability to evoke a feeling in customers that creates the highest impact and... See more