It’s a quick read because the authors do a good job of practicing what they preach. They have lists and rhymes for helping the reader remember important points, which are strategies for speaking to the old brain. They outline a basic pattern for creating a marketing message: 1. Identify the pain, 2. differentiate your claims, 3. demonstrate the gain and 4. deliver to the old brain. This formula is amazing because it helps the marketer create a message that their target will actually listen to.
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Contributor: Rex Kimball from Mirex Marketing