The Cognitive Marketer

<p>Whether accidentally or deliberately, we're training buyers to distrust us. Then we wonder why our conversion rates are tanking.</p><p>Organizations build entire departments around managing customer perception, while...

<p>Far too many businesses insist on leading with the same BS checklist: better features, lower prices, free trials.</p><p>It's as though they think buyers carefully weigh-up the pros and cons of every product in the...

<p>We’re too full of our own ego.</p><p>We’re talking about ourselves, when the buyer is trying to solve something that has nothing to do with us yet.</p><p>Most times, the answer to the buyer's specific problem...

<p>Underpricing based on mistaking "customer acquisition" for "business growth" might be the most common strategic error in business.</p><p>When we set a price, we're not picking a numbers of the air. We’re not simply...

<p>The use of AI tools in marketing opens up possibilities that we couldn't have imagined a few years ago. But it's also allowed us to produce lazy, sloppy, junk that reflects badly on how buyers view our...

<p>The problems we faced when we were building our business are very different to the problems we face as we continue to grow the business.</p><p>When a business gets to a certain size, a wave of complacency sets in. We...

<p>Margherita pizza exists because it offends no-one. It’s the choice you make when you don't know what everyone wants.</p><p>Pineapple pizza, on the other hand, is polarizing. People either love it or hate it. Which is...

<p>We're wasting time and budget chasing people who won't buy from us today, instead of looking at people who may buy from us tomorrow.</p><p>Future buyers are forming opinions right now about which brands seem...

<p>Too many business owners suffer from loss aversion. They tend to avoid a possible less, by sticking with the status quo - what’s worked in the past that got them to where they are.</p><p>However, that also means...

<p>We're optimizing for subjective appeal rather than commercial effectiveness.</p><p>Of course design, UX/UI, etc are all important. But they're not the *most* important. </p><p>Buyers don't buy from us just because...

<p>Buyers can't tell the difference between our widget and the competitor's widget because functionally there isn't one.</p><p>We're perfecting features that look really cool in a demo but that the average user wouldn’t...

<p>We've professionalized ourselves into sameness. </p><p>Bland messaging costs more than we think. Every generic touchpoint trains buyers to tune us out. </p><p>We're not “building awareness”. We're teaching the market...

<p>Marketing departments are full of people who can explain TikTok's algorithm but not what their company actually does, or what problem our product solves for our customer. </p><p>We keep hoping the next tactic works...

<p>You're also competing against Coca-Cola,</p><p>and Nike,</p><p>and Disney,</p><p>and Amazon,</p><p>and every other brand that delivers an outstanding customer buying experience.</p><p>The biggest brands in the world...

<p>Most teams publish more and get less. </p><p>The fix isn’t another tool or bigger budget. It’s making our marketing a mirror that our buyers recognize. </p><p>In this episode, we unpack how to find and use customer...