Apr 26 2023 40 mins
Joe Giddens, `Director of Content & Communications at CybSafe and former Detective at the Metropolitan Police's Cybercrime Unit, spoke to me about why marketers have to resonate on their customers' frequency.
Topics we discussed included:
- Why your target audience has a frequency on which they resonate, so a marketer's mission is to find that frequency and resonate with them.
- The role of behavioural science in brand storytelling, and why assuming the rationality and logic of a customer's decisions may not always be the best approach.
- Why CybSafe's marketing department focuses on providing value to its community without expecting anything in return.
- How Monzo, BrewDog, Slack, MailChimp, and Basecamp are examples of brands that tell their story effectively, by putting people first.
- The importance of 'killing your darlings' and using data to prove which campaigns are effective, iterating on the most successful strategies.
- Why generative AI can't yet replace the creativity, humour, and empathy of a human copywriter.
Attribution:
Music used under Creative Commons license: Covert Affair by Kevin MacLeod
Link: https://incompetech.filmmusic.io/song/3558-covert-affair