A full marketing experience, whether its a landing page, a seminar or a billboard, goes through three elements or incorporates these three elements: 

1) The element of understanding and empathy for the struggle or problem. This is the “before state”.

2) The tension: The turning point, the realization, the solution, the key. This is the “transition state”.

3) The change: Life after or with the solution. This is the “after state”.

Each point goes through the feelings, tensions, fears and desires at each point. It goes through the social implications and questions the persons very identity.

Great pieces of marketing create real change in peoples lives and change moves through these three stages.

When you create something new you have a chance to say something that has never been said. You have a chance to connect dots that have never been connected.

When you create new marketing, you have the opportunity to do the same with customers. You have the opportunity to introduce new ideas that will help make their life better. You have the opportunity to connect things in their life that was never connected.

In a lot of ways marketing is simply the act of connecting real world innovations to a humans life, in a way that makes the innovation larger then life itself.

Why does everyone settle for average? Why does everyone not think for themselves and just follow the group?

To produce great marketing, you yourself must become a great person.

Being a great person is an act and thus a skill that can be developed.

Marketing is full of copycats. Not just internet cats but copycats. It’s all focused on what’s hot instead of the customer. It’s all focused on data rather then value.

Are you being a copycat?

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Asking how can you change someone’s mind? Is maybe the wrong question. Instead ask: how and why would they want to change their mind?

‍If they don’t have a reason and if it’s not as easy as possible for them to change their mind- why would you expect them to change it?

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