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Instant MBA by Nicholas Bate

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16. Stop advertising and start telling stories

You know much of advertising is just pure bullshit and you don’t believe it, so why should your customers believe your messages?

Start telling stories, especially stories which spread.

The challenge

Potential customers are now very sophisticated and getting more so by the day. They are also constantly distracted with alternative demands on their time. How on earth do you influence them?

In the Old World of Work, the audience was less sophisticated, less distracted and not already overloaded with stuff (products and services). In the New World of Work, the audience is very sophisticated (the Internet allows anyone to become an expert at anything within minutes, whether it is how pensions are calculated ...

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