Skillful Persuader

23/05/2025

Philam Life is a great brand that a lot of Filipinos recognize. Rebranding directly to AIA Philippines will harm it since nobody recognizes it yet. I suggest a brand transition first to AIA Philam Life before dropping the Philam Life brand.

THE Philippine American Life and General Insurance Co., also known as AIA Philam Life, will rebrand as AIA Philippines as it eyes to expand its reach and offer new products.

02/05/2025

I want to see how Jollibee will handle this brand crisis.

A concerned user on X has joined the growing online frustration over Jollibee and its sister companies, criticizing what they perceive as declining service standards in the Philippines.

15/01/2025

Kung ang paborito mong brand ay isang tao, sila ba ‘yung tipong kaibigan na lagi mong maaasahan o ‘yung friend na mahilig lang magpalibre?"

13/01/2025

Pro Tip:

"✨ Want your brand to stand out? Try this: Identify ONE emotion that best describes what you want people to feel about your brand.

It could be 'trust,' 'joy,' or even 'excitement.' Build your visuals, messaging, and customer experience around that feeling. For example, a bank could select 'trust' while an insurance brand might want their customers to feel 'secure'. A restaurant could select 'joy' or 'nostalgia'.

🌟 Remember: Consistency creates recognition, and emotion creates loyalty. What's your brand's emotion? Drop it in the comments! 👇"

10/01/2025

If still unconvinced about the need to brand, here's a quote from the father of modern marketing, Philip Kotler.

07/01/2025

Build Strong, Persuasive Brands

06/01/2025

Read this: “One thousand one, One thousand two”

That took about 2 seconds.

That’s just about the only time you have to grab someone’s attention on social media – Facebook, Instagram, X, Youtube, LinkedIn, and Pinterest.

For Tiktok and Snapchat, even half that. You have just 1 second.

Fail to grab people’s attention within that extremely short time and they’ll move on. They’ll scroll past your ad or content.

What to do then? How can you create a headline so compelling that it will grab your audience’s attention and, heaven permit, persuade them to take action in that small amount of time?

Kevin Dutton, in his book “Flipnosis”, describes a SPICE model for split-second persuasion. It’s an acronym for:

• (S) Simplicity – Clear and straightforward messaging
• (P) Perceived Self-Interest – Focuses on the personal benefit of the other party
• (I) Incongruity – Provides an element of surprise or unpredictability
• (C) Confidence – Demonstrates assuredness in your approach
• (E) Empathy – Understands and addresses the emotions or perspectives of the target audience

Let’s say you are selling Beef Pares (a Filipino beef stew). Here are some sample headlines that follow the SPICE model:

• “Sa unang tikim, maaalala mo luto ni lola”
• “Nagugutom ka ba? Beef pares lang katapat nyan, bes!”
• “Nilalamig ka ba? Mas bagay sayo ‘tong mainit na beef pares kaysa sa jacket mo.”
• "Eto na! Tikman ang pares na walang kapares!”
• “Beef pares challenge: Kayanin mo kayang wag mag-extra rice?”

Another way is to go all the way sensationalizing your headlines like how some tabloids do. For example:

• “You won’t believe how this beef pares is made—prepare to be amazed!”
• “This beef pares has a mystery flavor... and people can’t stop talking about it!”
• “Is this the BEST beef pares in town? See what everyone is saying!”
• “WARNING: Eating this beef pares might cause serious cravings!”
• “EXCLUSIVE: The beef pares everyone’s secretly lining up for—find out why!”

Then follow through with content (video, image, or copy) that substantiates the headline within the next 5 seconds.

04/01/2025

The Brand is the X-factor. That thing that makes the perceived value of a company higher than its component parts.

Ryan Reynolds, the guy most people know as Deadpool, has quietly been building an empire worth talking about. While his comedic timing and charm have made him a Hollywood darling, his business moves might be even more impressive.

Forbes recently reported that the companies he's co-owned or sold are valued at a jaw-dropping $14 billion. That's right – billion with a B. And yet, when asked about his role in these ventures, Reynolds casually quipped, "Thank God I am not running the company." Humble much?

The man's portfolio is as eclectic as it gets: an F1 team, a football club (the other kind of football), a gin brand, a wireless provider and even an advertising agency. It's not just about slapping his name on a product either. Reynolds has mastered the art of turning everyday businesses into cultural phenomena, often using his signature wit and relatability to make it happen.

Take Aviation American Gin, for example. When Reynolds bought a stake, he didn't just throw money at it – he became the face and voice of the brand. His tongue-in-cheek marketing campaigns helped skyrocket its popularity, ultimately leading to its $610 million sale to Diageo in 2020. That's not a win; that's a master class in branding.

Then there's Mint Mobile. Under Reynolds' watchful eye (and cheeky commercials), the wireless provider went from a scrappy underdog to a billion-dollar success story. When T-Mobile acquired it for $1.35 billion in 2023, Reynolds stayed on as a spokesperson because he knows a good gig when he sees one.

But Reynolds isn't pretending to be some business genius. In fact, he's refreshingly candid about how much he doesn't know. When discussing his investment in fintech company Nuvei Corp. on Squawk Box, he admitted, "I know nothing about fintech," adding with a laugh, "Thank God I am not running the company." Instead, he leans on strong teams and "emotional investing." Translation: He bets on brands with good stories to tell and the potential to resonate with consumers personally.

As Reynolds explained, "How does this happen if you look at a gin company, a wireless company and a Welsh football club? They don't go together, but they all had strong brand foundations." He has a knack for spotting opportunities where others might not, turning those opportunities into authentic, memorable narratives.

03/01/2025

Why People Buy What They Feel, Not Necessarily What They Need

It all starts with the senses.

I remember the time when I was walking in Takashimaya mall in Singapore when I smelled a fresh, green, and slightly spicy fragrance with crisp apple, aromatic woods, and a clean, outdoorsy vibe that made me pause. I looked around and it was coming from a Hugo Boss marketing booth. A salesman was demonstrating the HUGO Man Eau de Toilette perfume to a prospective buyer. I didn’t really know why that particular scent appealed to me. But it felt like, if there was someone who should smell like that, well one of them had to be me. So, I walked over to the booth and bought a set.

That was an impulse buy. I was not into perfumes. I was not in the market for perfumes. In fact, I was on the way to Kinokuniya to buy some business books. I didn’t have a dying need for perfumes and smelling bad wasn’t the reason I stay awake at night. And for the price of that perfume, I could have bought something else (like 2 books!). So, why the heck did I buy it? It could not have been because of its nice box and bottle.

The truth was, I was sucker punched in the gut by HUGO’s excellent sensory and emotional marketing that overrode all reason.

Sensory inputs trigger emotional responses that influence our purchase decisions. A lot of times, we buy first and then justify our reasons for buying using logic. Here’s how it works:

1. Sensory Inputs Act as Triggers: Sights, sounds, smells, tastes, and tactile sensations act as triggers for emotional responses. For example, a particular fragrance might, like in my case, evoke certain feelings based on past experience.

• Emotional Response: Sensory input is first processed by the thalamus, which routes the information to the amygdala, our brain's emotional center. This process happens very fast and often unconsciously, leading to an emotional response before conscious awareness occurs. Emphasis on “before.”

• Cognitive Appraisal: The amygdala's emotional reaction connects with the brain's cortex, which handles conscious thinking and reasoning. The cortex reviews the emotional reaction based on personal experiences, beliefs, and goals. This process influences how you feel and interpret the emotion.

2. Emotions as Drivers: Emotions arising from sensory inputs can drive behavior, often overriding rational thought processes. Even when we believe we're making rational decisions, our underlying emotions are often influencing our choices.

• Marketing and Emotional Branding: As a marketer, you could leverage the power of sensory inputs to create emotional connections with your brands. Through appealing visuals, sounds, and other sensory experiences, aim to evoke positive emotions that consumers will associate with your products.

Captivating copies should aim to replicate these sensory experiences where you can’t directly provide sensory inputs (like over the web). For example, “Walking along our pristine beach fills your soul with serenity as the warm sand cradles your feet, a gentle breeze caresses your skin, and the rhythmic, soothing sound of waves ignites a deep sense of peace and wonder.”

3. Balancing Logic and Emotion: Effective persuasion often involves a blend of logic and emotion. While emotional appeals can be powerful, they should not be the sole basis for persuasion. Ethical persuasion requires that emotional appeals complement, rather than contradict, logical reasoning and evidence.

• Creating Lasting Persuasion: Persuasion that relies solely on peripheral cues, including emotions, tends to be short-lived. To create lasting change, you must also engage the audience's cognitive processes by encouraging central processing, where individuals actively think about and scrutinize the message.

02/01/2025

Your Brand’s 12-Month Success Plan Starts with These 6 Steps!

It’s the start of the year. Now, for those of you whose fiscal year starts in January, before you dive into launching flashy branding campaigns, there’s one essential step you should take: develop a solid brand strategy. A brand strategy will serve as your blueprint. It sets the direction and ensures every campaign has purpose and impact.

Your brand strategy for the year should consider (among other things):

✨ Your Brand Vision – What’s the long-term goal for your brand? Where do you see it in five or ten years?
✨ Brand Boundaries – What’s off-limits for your brand? This ensures you stay focused on the products and services that align with your core identity.
✨ Brand Positioning – How do you want your brand to be perceived in the market? This helps you stand out and maximize competitive advantages.

In my previous posts, I discussed a lot about creating powerful brand identities and strategies for emotional and sensory marketing. I suggest reviewing them and incorporating what makes sense for your brand in your strategy.

Once your strategy is locked in, it’s time to bring it to life with specific campaigns. Here’s how you can map out a year’s worth of branding efforts:

1. Create a Marketing Calendar
Start with a clear roadmap. Organize your campaigns by day, week, month, quarter, or year to stay ahead of the game. Include details like target audiences, budgets, and KPIs for each campaign. A well-thought-out calendar ensures every campaign hits at the right time.

2. Know Your Target Audience
You’re not marketing to “everyone.” Dive deep into research—who are your ideal customers? What keeps them up at night? What inspires them? Tailor your campaigns to address their specific needs and desires. Oh, and don't forget other stakeholders such as your employees, partners, suppliers, and even the government. Who are you and your brand to them? What do you represent?

3. Develop a Messaging Framework
Consistency is key. Your brand story should resonate across all channels.

4. Maximize Every Touch Point
Every interaction matters—whether it’s a social media post, product packaging, or a website visit. Each touch point is an opportunity to reinforce your brand and build loyalty. Ensure they all contribute to a cohesive brand experience.

5. Set Your Budget
Be realistic about what you can spend. Distribute your budget wisely across campaigns based on their goals, target reach, and potential impact.

6. Measure Success
What gets measured gets improved. Define your KPIs upfront, track performance, and don’t shy away from making adjustments. Go beyond numbers—qualitative insights can reveal a lot about how your brand is perceived.

Adapt and Evolve

The market is constantly changing, and so should your branding efforts. Regularly review your campaigns, keep an eye on competitors, and stay attuned to customer feedback. Remember, branding is a marathon, not a sprint.

By building a thoughtful, strategic approach, you’ll not only strengthen your brand but also ensure every campaign you launch has a lasting impact.

What’s your process for planning annual branding campaigns? Let’s discuss in the comments! 🚀

02/01/2025

🎉 Happy New Year, 2025! 🎉

Here’s to new beginnings and fresh opportunities! 🌟 As we embark on another thrilling journey around the sun, let’s make this year unforgettable. 🚀

Wishing you an incredible start to 2025—may you crush your business goals faster than ever and make your dreams a reality! 💼✨

05/12/2024

Designing an Irresistible Offer:
A Guide to Crafting the Irrefusable

Your offer is different from your product. It is how you present or package your product. Your success hinges a lot on the strength of your offer. A great product can fail with a weak offer while a weak product can succeed with a strong offer. Creating a strong offer is one of the most challenging aspects of going into business because virtually everything you do, from marketing to sales to delivery up to customer support, will revolve around it.

But how do you do it? How can you create an offer that makes your product so compelling and so irresistible that it becomes a no-brainer to your target audience: an offer that they can’t refuse.

Understanding Your Dream Buyer’s Problem
First, you need to really understand your target audience. What keeps them awake at night? What do they want? What do they need? What are their deepest desires? What are their fears and frustrations? What is it that they desperately need to resolve?

Positioning Your Solution as the Clear Choice
Once you know what your target customers desperately need, frame your product or service as the ideal solution. Speak directly to their needs. Highlight the tangible benefits and outcomes they can expect.

Building Value and Making Your Offer Unrefusable
To create an offer that can’t be refused, you need to maximize perceived value. Start by mapping your product’s features (each and every one of them) to benefits that resonate.

Make an offer so good that your prospects can't refuse. Think bold and outrageous while staying realistic in delivery. Focus on providing value that far exceeds selling price. Let’s break down the process:

The Seven Parts of Creating a Godfather Offer
The Godfather Offer is taken from the book “Sell Like Crazy” by Sabri Subey. It describes how to create an offer “… so great that only a lunatic would refuse to buy.” Here’s a bullet point summary. I highly recommend reading the book.

The Godfather offer includes these seven components:

1. Rationale: Tell your target audience clearly why you’re making such a generous, spectacular, and almost unbelievable offer and how you’re capable of doing so.

2. Build Value: List down the specifics of your offer based on current prices for each feature and benefit. Support it with proof that shows how and where those features were purchased at those regular prices. Then provide a total price and say how, even at full price, your product is a great deal. Then reveal your discount. Frame your final discounted price so it becomes almost ridiculously insignificant (e.g., cheaper than a cup of coffee at Starbucks).

3. Pricing: Provide multiple price points. One at a low-end price point that aims to get new customers plus one or two higher price points to increase average sale and ROI. Create two to three upsells after customers buy at the low-end price point. In other words, send them through a sales funnel.

4. Payment Options: Provide payment plans to lower the perceived cost barrier if your ideal price point is relatively high for your target customers. Break payment evenly across three to four installments to lower the perceived price in the prospects’ minds.

5. Premiums: Sweeten the deal with irresistible bonuses that add significant value. Make sure your bonuses make sense with the product you’re selling. Don’t give out free balloons for every purchase of your unique chinaware (Huh?) but do provide free car floor mats with your car detailing offer.

6. Power Guarantee: Offer a strong, risk-reversing guarantee to eliminate hesitation. Be specific and attach your guarantee with the performance of what you’re selling. For example, “If you follow our program and don’t lose 10kgs in 180 days, just let us know and we’ll refund every cent you’ve paid.”

7. Scarcity: Create urgency with limited-time offers, countdowns, or restricted availability. Make sure it’s genuine, not an artificially created scarcity. For example, “I can only accept 100 website attendees due to limitations of the webinar platform I am using. So, register asap now before all seats are taken!”

Anticipating and Overcoming Objections
Prospects often hesitate due to trust issues. Think of all possible objections your prospects can raise and provide detailed answers for each to remove all doubts and fears. For example, if cost is a concern, you could provide financing options or emphasize long-term savings features.

Using Powerful Closing Techniques
The best offer still needs an effective close. Techniques like the “Obligation Close,” which asks questions that lead the prospect to acknowledge their need for your solution, or the “Signature Close,” which secures commitment through actionable steps, can seal the deal. Leverage ethical persuasion techniques (persuasion principles, heuristics, and cognitive biases) where you can.