This is something I say in the course of nearly every conversation I have with every agency design team I consult. I remind them, over and over again, that marketing is two kinds of persuasion: FIRST, persuading a person to actually pay attention, and THEN, persuading them of the thing you think is important. Most messages never reach people, not because they’re poorly articulated, but because they don’t get past peoples’ attention filters. With that in mind, no matter how long or com...
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