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The Flipside Of Persuasion


All marketing begins by being curious about why people do what they do.

What drew that woman to the beautifully packaged candles?
Are customers who ask for assistance more likely to buy than those who don’t?
Why did the mother put that box of cereal back on the shelf after reading the label?
What stories do parents tell their children about money when they ask for something?
Why is the chocolate aisle the busiest spot in the supermarket on a winter evening?

Sales and marketing are as much about understanding, as they are about persuading.
Marketing works best when we care enough to empathise with the people we hope to serve.

Image by Tristan Colangelo

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