Trying to Persuade and Other Big Mistakes Marketers Make

HBR IdeaCast

Harvard Business Review

Leadership, Entrepreneurship, Communication, Marketing, Business, Business/management, Management, Business/marketing, Business/entrepreneurship, Innovation, Hbr, Strategy, Economics, Finance, Teams, Harvard

4.4 • 1.9K Ratings

🗓️ 23 July 2024

⏱️ 25 minutes

🔗️ Recording | iTunes | RSS

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Summary

Many marketers today focus on getting consumers to consciously change their behavior. But that’s a sure path to failure, according to Leslie Zane, founder of Triggers Brand Consulting. She says neuroscience research shows that mastering instinct is far more effective than persuasion. And she shares her key lessons for aligning with the instinctive mind to improve company brands, new products, social campaigns, or your own personal brand. Zane is the author of the book The Power of Instinct: The New Rules of Persuasion in Business and Life.

Transcript

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0:17.0	Welcome to the HBO Idea Cast from Harvard Business Review. I'm Kurt Nickish. Elias Saint-Elmo Louis is the 19th century advertising pioneer who came up with the marketing
0:28.9	and sales funnel. That's the idea that to earn a loyal customer you have to take people through a series of stages.
0:37.0	First you have to make them aware of your product, then you have to get them to consider it in their lives,
0:42.0	next you have to get them to consider it in their lives.
0:42.8	Next you have to get them to buy it.
0:44.8	And finally, you have to convince them
0:46.6	to become a repeat customer and to tell others about it.
0:50.4	In a way, the whole funnel is built on persuasion, but our guest today says that's outdated.
0:57.0	She says people are actually pretty obstinate and unpersuatable.
1:01.0	She says the right way to think about marketing is that it lives and dies by
1:05.4	instinct. Here to explain how to market better whether it's a century old brand
1:11.1	a brand new product or your own personal brand, is Leslie Zane.
1:16.3	She worked at Consumer Packaged Goods Companies before founding triggers where she consults with Fortune 500 500 firms and she's written the book
1:24.1	The Power of Instinct, the New Rules of Persuasion in Business and Life.
1:28.9	Leslie, thanks for being here.
1:30.6	Hi Kurt, thanks so much for having me.
1:33.0	having me.
1:34.0	In your career,
1:35.0	in your career
1:42.0	in your career you've seen marketers focus so much on trying to persuade buyers.
1:48.0	Is that the training you had like where does that focus come from?
1:52.0	Traditional marketing is built on the premise
	...

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