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You really can't jump any higher with Air Jordans than with any other brand. Things don't always go better with Coke. The most interesting man in the world does not always drink Dos Equis beer (in fact, the original now pitches tequila after been put out to pasture for a younger actor).
And here's the problem. We don't take it seriously for the most part. We've come to expect stretching of the truth in marketing to the point we often dismiss what we hear without really weighing whether it's true or not. So while you and I would love for our potential client to authentically listen to how we can help them solve xyz problem, what they often hear is "blah, blah, blah ... bigger, better, faster ..." and then they yawn.
So how do you get through all the noise and false advertising coming at them in hyper-speed in order to have a shot at being of service?