August 11, 2013

Connect with your customer first, then sell

What is the difference between marketing that does or doesn’t work? It may seem hit or miss to the untrained eye. However, at closer inspection, the reasons become more obvious.

“Hook, don’t sell”, cites a recent MIT study and showcases examples from Starbucks, Cisco Systems and a memorable northwest TV ad campaign, to help readers avoid marketing that lands like a “thud”.

Thank you to Isen & Company intern Burke Gibson for his contributions to this piece.