Flint McGlaughlin, Managing Director, MECLABS Institute
“Print your webpage and take a red pen through every declarative statement. See what you have left,” Flint McGlaughlin urged in his featured speaker session at MarketingSherpa Summit.
People challenged with a claim naturally resist it. But people who arrive at a conclusion will naturally defend it.
In this video replay of his session, McGlaughlin, Founder and Managing Director, MECLABS Institute (parent research organization of MarketingSherpa), shared the levers you can pull to help your customers arrive at the right conclusions about your brand.
“Change ‘data’ to ‘behavioral traces’ because calling it data dehumanizes it,” McGlaughlin said.
McGlaughlin integrated case studies around value proposition and branding from almost 20 years of consumer behavior research to help attendees at every level in an organization. Business leaders will discover how to rethink ways they communicate their brand. Marketers will learn to transform the messaging of any piece of marketing collateral to, ultimately, improve results by replacing promises with expectations and claims with conclusions.
“Value is derived from a limited view of reality, and thus it is often appraised differently,” McGlaughlin said. “We presume value ... but we have to help them [customers] see it.”
Email Marketing: How a B2B company lifted conversion 200% with personalized email messages (on page 16 of MECLABS Research Digest, Volume II, Issue 3)
Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion (on page 3 of MECLABS Research Digest, Volume II, Issue 2)
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