In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Eric Duerr, founding partner at Massive Global, delves into the art of constructing persuasive arguments in marketing. He highlights the significance of finding commercial insights that support your claims and making arguments that resonate with your target audience. Eric explores the three pillars of persuasion: ethos, pathos, and logos, and how they contribute to building brand affinity. He emphasizes that emotional valence plays a crucial role, even in B2B marketing decisions. Eric concludes with a thought-provoking reminder that the argument to persuade others may differ from the one that initially convinced you.

HIGHLIGHT QUOTES

• "Look for commercial insights that support your argument and make you think about your product differently."
• "Debates create better ideation."
• "Construct emotional valence with your audience; it's a risky decision-making process."
• "Apple didn't become a market leader through creativity alone; they understood the arguments their ICP wanted to hear."
• "The argument to persuade someone else isn't the same argument that persuaded you to believe it."

You can find out more about Eric Duerr in the link below: 

• LinkedIn: https://www.linkedin.com/in/ericjduerr/

HOST: Armando Biondi
GUEST: Eric Duerr
Breadcrumbs Podcast