Brand Persuasion
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Brand Persuasion
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A female guppy always picks the brightest male.
Until two males are equally bright.
Then she picks the one the other females already chose.
You do this too. So does every customer you have.
Episode 9 of Position to Win is about persuasion, and why most brands only use a third of it.
Aristotle named the whole system 2,400 years ago. Ethos, character and trust. Pathos, emotion. Logos, proof and logic. Most founders live in logos. They build the better product, show the better numbers, and wonder why the market still picks someone else.
We get into the guppy and social proof, the precise-number trick that makes a claim feel more true, and the move most brands get backwards. They cast themselves as the hero of the story. But your customer is already the hero of theirs.
Your job is to be the guide.
Make your customer the hero. Be the guide worth following.
New episode out now. Link in comments.
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