Research-backed, customer-centric and driven by purpose over preference.

Research-backed, customer-centric and driven by purpose over preference.

Our POV – The Persuasion Framework

Bruck Marketing helps you captivate, engage, guide, court and close new customers using the research-backed techniques of storytellers, decision scientists, UX researchers, and marketers.

This customer-centric POV informs everything we do.

Step 1: Captivate

Out of the gate, do two things fast: Win favor and capture attention.

It’s tempting to believe that customers come to your website with an open mind, carefully read through each page, and make an objective assessment of your offering. 

What actually happens is that customers form opinions in a fraction of a second, establish emotional commitments to those opinions, and then seek out and organize facts to support what they want to believe. That reflex customers have to seek out affirmations of their existing opinions is called confirmation bias

What you want is for customers to form instant positive emotional commitments to your brand so they read your message with optimistic abandonAlternatively, if a customer forms a negative commitment, you can end up with a skeptic combing through your message looking for gotchas and assuming the worst.

Step 2: Engage

Your ideal customer has a problem. You have a plan to solve that problem that will stave off failure and bring them success.

That is the foundation of an engaging story. So, if your message is focused on how your founders met, what technologies your product uses, or the innovative new machines you are using to facilitate mass production–put that aside for a minute and pull out a blank sheet of paper.

Our BrandLab Messaging+ workshop will help you discover your brand through the eyes of your ideal customer. We’ll develop a high-stakes story featuring your customer, their challenge, and your solution. 

Want to learn more about engaging customers with stories and see four of our favorite story templates in action? Download our Persuasion Framework – Engage PDF.

Step 2: Engage

Your ideal customer has a problem. You have a plan to solve that problem that will stave off failure and bring them success.

That is the foundation of an engaging story. So, if your message is focused on how your founders met, what technologies your product uses, or the innovative new machines you are using to facilitate mass production–put that aside for a minute and pull out a blank sheet of paper.

Our BrandLab Messaging+ workshop will help you discover your brand through the eyes of your ideal customer. We’ll develop a high-stakes story featuring your customer, their challenge, and your solution. 

Want to learn more about engaging customers with stories and see four of our favorite story templates in action? Download our Persuasion Framework – Engage PDF.

Step 3: Guide

People are motivated by more than quality and price. Understanding the moral, social, and economic factors that trigger decision reflexes is key to achieving business objectives and guiding customer decisions.

Decision reflexes are free tools you can use to help customers digest the same truths and form more favorable opinions. A working knowledge of decision science not only makes strategies and messages more effective–it makes them easier to come up with. The techniques themselves inspire creativity.

Learn more about decision reflexes from our free, downloadable Persuasion Framework – Guide PDF.

 

Step 4: Court

Build relationships and touch points. Be the first name your prospects think of when they are ready to buy. With your branding, message, and strategy in place, it’s time to build leads and nurture relationships. We have an arsenal of technology and best practices ready to help you do this efficiently.

Take our assessment to find gaps in your process and content. Get ready to build authority and trust with everyone from newbies (that had never heard of you) to longtime customers (whose fandom and praise can translate into sales growth).

Step 4: Court

Build relationships and touch points. Be the first name your prospects think of when they are ready to buy. With your branding, message, and strategy in place, it’s time to build leads and nurture relationships. We have an arsenal of technology and best practices ready to help you do this efficiently.

Take our assessment to find gaps in your process and content. Get ready to build authority and trust with everyone from newbies (that had never heard of you) to longtime customers (whose fandom and praise can translate into sales growth).

Step 5: Close

Once your customer indicates an interest in buying, the systems you use, people you introduce, and materials you share all have the power to make or break the deal.

Most teams don’t have time to give personal attention to every promising lead. But the right process can automate the prioritization and send the most qualified leads to your sales team.

Leads at this stage have a very high value, so the efficacy of your process is critical!

Right-Sized For Your Brand

Let’s discuss your objectives and come up with a right-sized plan for your business. Drop us a note today!

Featured Free Resource: 30 Point Brand Messaging Checklist