The best marketers articulate their customers' problems better than customers can themselves. A $200M founder compares this to how doctors and politicians name people's pain, arguing most brands lack the courage to voice hard truths. Your job is to be the mirror that reflects those problems back.
Chapters
What would you actually tell or teach a marketer to go learn? It is still at the end of the day, what is the message? Because whether the message is delivered in print, in audio, in video, we're still talking about messaging. And so what its ultimate form becomes, it still is a message. And I think at the end of the day, the best messages in the world and the best messengers, what they're really great at is they're really great at articulating their ideal clients problems better than they can. You know, if you think about why do we like, even if we don't like them, why do we respect doctors so much? It's because they name our pain, that's what they do. Can say it better than we can. And so I think what so much of marketing is, when it's done really, really well and what so much of persuasion is, I mean if you think about political candidates, what are they really? Right, but that's what they're, they're, they're really good at articulating, hey, this is what you're feeling. And they're good at saying it in such a way where they're going like, yeah, you're right, that is what I'm feeling. I didn't necessarily think about it that way, but you're right. And so, so many of us are just looking for somebody to say the quiet thing out loud either because we're too afraid to say it or we just don't know how to say it. And I think we would be fine with brands saying it on our behalf. Just most brands don't have the courage to do that. And so I think that's why it falls on creators and influencers to do it more than brands. And I think it's safer for there to be creators and influencers to do that. And I think that's why today if you have a brand, just about every brand is gonna need to have some type of a spokesperson, a key of influence, somebody who's out forward facing, who's going to be doing that on behalf of the brand. And then as the spotlight is shining on them, what they need to do is be that mirror that shines it back onto the brand.
