“Once people form an opinion it’s almost impossible to change their minds even in the face of overwhelming evidence,” Brendan explains. That’s why it’s so important to establish your brand’s identity and make your market truly care about it. This is especially important in today’s overcrowded space, and so Brendan presents the key takeaways from his interview with Matt Kerbel, marketing leader for superstar brands like MeUndies and Lyft.
As cliche as it might be, it’s as true as ever: speak to one specific audience. What is meant for someone will inevitably fail to meet for someone else. Even more helpful is to choose a small group of aspirational people who will then influence others. Once you choose a specific market, stick to it consistently. Brendan explains where to find real people and their true pain points.
Your message is only as effective as your company’s belief in it, and it must walk the walk from the top down. You must also spread your message so relentlessly that you become sick of hearing it yourself. That’s when people begin to listen.
Quotes:
“You need to speak to someone; you can’t speak to everyone. This is a marketing cliche at this point but it’s becoming more and more important in a world where there’s so much fragmentation and there’s so much out there that’s trying to go to the masses.” ([1:14]-[1:29] | Brendan)
“If you think about the brands that break through in the most compelling way, they have a strong point of view.” ([2:29]-[2:36] | Brendan)
“Something I say to folks all the time is that your biggest risk these days is not that half the people love you and half the people hate you. It’s that nobody has an opinion at all. People just don’t care.” ([2:54]-[3:07] | Brendan)
“Just about the time that you’re sick to death of hearing yourself talk about the same thing is just about the time the audience, or your market is going to start to remember.” ([5:05]-[5:14] | Brendan)
Connect with Brendan Dell:
LinkedIn: https://www.linkedin.com/in/brendandell/
YouTube: https://www.youtube.com/c/BrendanDell
Instagram: @thebrendandell
TikTok: @brendandell39
Buy a copy of Brendan’s Book, The 12 Immutable Laws of High-Impact Messaging: https://www.indiebound.org/book/9780578210926
Connect with Matt:
LinkedIn: @Matt Kerbel
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About the Author
Brendan Dell
Brendan Dell is an author and the founder of The Daily Creative. As a freelancer he's worked with clients like Expedia, Cvent, Panasonic, Brother, Windstream and 100+ more to build unignorable tech brands. At The Daily Creative, he shares advice and lessons to help freelancers level up.
