Business Schools. Learn What They Don’t Teach.

Technology is impressive. But if you want radical, sweeping, comprehensive change, doesn’t it also take ideas?
Technology is impressive. But if you want radical, sweeping, comprehensive change, doesn’t it also take ideas?

Deep dives into analytics.

Performance inquests.

Leveraging automation systems.

Put them on hold for a minute. Cool your jets.

In their place, take another approach to marketing and advertising.

One that can add a level of superiority and difference to even ordinary, mass-produced products.

Start by speaking to people’s feelings.

Address their problems, needs and desires.

Surprisingly enough, this kind of emotional persuasion isn’t taught at business schools.

Emotion isn’t on the curriculum.

More’s the pity because so many purchases are emotionally driven. Even when it comes to B2B.

After all, we’re still human. That hasn’t changed in spite of all the gee-whiz technology at hand.

Adding emotional appeal to your communications can lead to new growth and a more stable future.

It can give you an advantage over your competitors.

Especially those that sell the features of their products instead of the end-benefits.

So to do more for your brand, start with the study of the advertising award books.

You can do it over a weekend.

Think of it as a seminar on how to stop prospects, lengthen attention spans and create the moment someone buys.

Page through The One Show, Communication Arts or D&AD.

You’ll see how brands are humanized and how messaging is made memorable when you add emotion.

You’ll learn how to erase drabness and sidestep wearily familiar ideas that put no premium on interest or engagement.

You’ll understand how to gain attention with well-judged audacity.

You’ll realize that stories must be simple and emotionally resonant.

You’ll appreciate that better work can change the perception of your brand.

Especially when it rewards customers with wit, charm and intelligently presented facts.

By looking though the award books you can model your output on what’s extraordinary rather than what’s expedient.

Put another way, you can leave it to your competition to continue to get it wrong.

After a weekend of seeing new possibilities for your messaging, Monday morning could be different for you.

You could start back to work with your MBA and something more.

A greater degree of knowledge on how to appeal to customers.

Share with us. Leave your comment below. Thanks for reading Regards, Steve Ulin LinkedIn:

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