Wavelength

Behavioural science and resonating on your customer's frequency with Joe Giddens, Director of Content & Communications at CybSafe

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Joe Giddens, `Director of Content & Communications at CybSafe and former Detective at the Metropolitan Police's Cybercrime Unit, spoke to me about why marketers have to resonate on their customers' frequency.


Topics we discussed included:

  • Why your target audience has a frequency on which they resonate, so a marketer's mission is to find that frequency and resonate with them.
  • The role of behavioural science in brand storytelling, and why assuming the rationality and logic of a customer's decisions may not always be the best approach.
  • Why CybSafe's marketing department focuses on providing value to its community without expecting anything in return.
  • How Monzo, BrewDog, Slack, MailChimp, and Basecamp are examples of brands that tell their story effectively, by putting people first.
  • The importance of 'killing your darlings' and using data to prove which campaigns are effective, iterating on the most successful strategies.
  • Why generative AI can't yet replace the creativity, humour, and empathy of a human copywriter.


    • Attribution:

    Music used under Creative Commons license: Covert Affair by Kevin MacLeod

    Link: ⁠https://incompetech.filmmusic.io/song/3558-covert-affair ⁠

    License: ⁠https://filmmusic.io/standard-license

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