September 5-8, 2023

third eye

Boston, MA

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Agenda detail
Build Your Business

The Logic of Emotion: How To Make Inaction Impossible

You may have noticed a problem with the age-old “problem/solution” formula for driving action from your messages and marketing: it doesn’t always work! That’s an issue when your job depends on your content converting clients. Unfortunately, presenting only the audience’s problem and your solution misses an important fact about them: your audiences aren’t rational decision-makers, they’re rationalizing decision-makers. They tell themselves stories to justify what they do, and your content needs to create a “moment of truth” in your audience’s mind—a realization that makes inaction impossible.