If you've ever wondered why some marketing messages stick while others vanish faster than your last new year's resolution, you're not alone. The problem isn't that you're bad at messaging—it's that you're only talking to half your audience's brain. Message designer Tamsen Webster returns to the show to explain why speaking to both the analytical and automatic brain is the difference between messages that get ignored and ones people can't unhear. She breaks down her ITBA framework (if, then, because, and) and shows us how to craft messages that create not just clicks, but lasting change. If you've been throwing marketing spaghetti at the wall hoping something sticks, this conversation will give you a better approach. https://www.theagentsofchange.com/606 Need help with your branding, website, or digital marketing? Reach out to me (Rich Brooks!) today at https://www.takeflyte.com/contact