Creativity + Imagination + Smarts

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Most businesses underestimate how hard it is to change people’s behavior. There is an assumption built into most marketing and advertising campaigns that if a business can just get your attention, give you a crucial piece of information about their brand, tell you about new features, or associate their brand with warm and fuzzy emotions, that they will be able to convince you to buy.
Art Markman “Don’t Persuade Customers — Just Change Their Behavior” (via peterspear)
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