At 19, Warren Buffet completed Dale Carnegie's course saying it “had the biggest impact in terms of my subsequent success.”

It taught him how to communicate, lead, and influence people.

These 8 lessons from Dale Carnegie will teach you how to influence consumers 🧵
1. Genuinely interested

Persuasive communication occurs when you’re genuinely interested in solving your consumer's problems.

They’ll trust you after they’re convinced you have their best interest at heart.

The more you're interested — the more you’ll influence their decisions
Dale Carnegie says, “Of course, you are interested in what you want. You are eternally interested in it. But no one else is. The rest of us are just like you: we are interested in what we want.”
2. Give them what they want

No one cares about you…only about what you can do for them.

“Why talk about what we want? That is childish — absurd” says Carnegie.

People are inherently self-interested.
Because of this, they can easily be influenced.

Give them what they want (content, products) and notice the behavior shifts.
3. Inspire. Don’t sell.

Consumers don’t want to be told to buy something.

They want to feel inspired to buy it on their own.

Carnegie says, “customers like to feel that they are buying—not being sold to.”
Nike is a prime example.

Nike inspires you to find your inner athlete and then provides you with the equipment to make it happen.

At no point is Nike in your face saying to buy this shoe or that cleat.
4. Relationships Spark Word of Mouth

Consumers want to have a sense of relationship with the brands they purchase from.

And now, it’s more important than ever.
The more you can build a relationship with consumers through:

- Doing things that don’t scale (ex handwritten note, email response)
- Referral Programs
- Customer Surveys, 1 on 1
- Personalization

The more consumers will tell other ppl about the positive experience.
Relationships are two-sided.

Always show up.
5. Be Appreciative

Your goal is to not waste people’s hard-earned money or time.

And when someone trusts you with either, say THANK YOU!

Don’t take it for granted.

They’re not a metric.

It’s a person on the other side trusting you to solve their problems.
6. Understand Perspective

Perspective is everything.

Being able to see your consumer's objections through their lens will change how you see marketing.

Understanding what they want, how they want it, and why they want it will change how you communicate.
7. Communicate

When someone consumes your content, they’re one on one with you.

So, when you create — create as if you’re only speaking to that one person.

Not an audience of 50k.

But the one person who’s giving you their undivided attention.

Communicate directly to them.
8. Put out the fire

Your customers are always right.

A negative customer experience turned positive can create a brand advocate.

Don’t fight fire with fire.

Be smart — put out the fire.
Follow @alexgarcia_atx for more:

- marketing breakdowns
- copywriting tips
- how-tos
- campaign dissection

If you do, a thread just like this one will end up on your feed every day for the next 11 days :)
It's also a daily newsletter that I send to 4800+ marketers. (over 50% of them open it daily)

Join them 👇

bit.ly/3flYp6b
TL;DR

1. Be geniunely interested
2. Give them what they want
3. Inspire. Don't sell
4. Relationships spark word of mouth
5. Be appreciative to someone who trusts you
6.Understand their perspective
7. Communicate on a one on one basis
8. Put out fires. Don't fight them

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More from @alexgarcia_atx

30 Apr
Nike's marketing is iconic.

In 1992, Phil Knight laid the groundwork for Nike's high-performance marketing.

To this day, Nike stays true to these principles.

These 11 lessons made Nike the world's leading athletic apparel brand 🧵 Image
1. How Nike First Understood Their Consumers

In Nike’s early days, they were a running shoe company.

Their employees were runners.

Because of this, they understood their consumers very well.

When they branched out into other sports, they had to do the same.
Nike would go to the top players of that sport and would do everything possible to understand what they needed from a tech and design standpoint.

And then the engineers would create a product that would give the athletes what they needed both functionally and aesthetically.
Read 29 tweets
28 Apr
Chipotle reported a 133.9% growth in digital sales in Q1.

On top of that, Chiptole only spends 3.3% of its revenue on marketing.

This means optimizing every dollar they spend.

And their email marketing strategy does just that.

Copy these 6 emails from Chipotle 🧵
1. Relevancy

National Burrito Day was on April Fools day this year.

Around that time, Coinbase was set to go public.

PLUS, a story had gone viral about a man who locked himself out of his crypto wallet.

And Chipotle created a game around it.

Bitcoins or Burritos.
The game requires users to guess a six-digit code to either win a free burrito or up to $25k in Bitcoin.

The image is genius. Very "crypto"

The directions are simple.

Relevancy was key: April Fools, National Burrito Day, Coinbase IPO, and lost pwd story.

And did it work:
Read 12 tweets
27 Apr
In advertising, speed is an asset.

@VancityReynolds tokened the term “Fast-Vertising.”

He uses “fast-vertising” to hack culture and create viral moments.

The results are millions in earned media for Mint Mobile, Aviation Gin, and Deadpool.

Here are 6 takeaways 🧵
First, the traditional timeline for advertising.

Usually 8-12 weeks from idea to execution.

For, specific goals (launching product, feature etc) this works.

When you’re trying to hack culture — it doesn’t.

So, what’s the secret sauce?
Fast-Vertising.

With Fast-vertising speed is king.

When a moment in culture is hot — emerge the brand into the convo, FAST.

By fast, I mean 1-3 days.

@VancityReynolds did this with Deadpool, Aviation Gin, and Mint Mobile.

Here's how
Read 18 tweets
26 Apr
Curious how a company with a $2+ trillion market-cap writes persuasive copy?

Here are 13 ways Apple persuades readers with its copywriting 🧵
1. Focus on one idea

Each Apple headline focuses on one idea.

It draws all attention and awareness to that benefit.

By keeping the focus on one idea, Apple is able to communicate its message effectively.
2. Write for scanners

76% of website goers are scanners.

Apple follows three rules when writing for this:

- Big headlines to showcase one idea
- Use sub-headlines to entice scanners to read
- Use the inverted pyramid for paragraphs (biggest benefit to smallest)
Read 18 tweets
24 Apr
Patagonia is a $1B powerhouse that encourages you not to buy their products.

@patagonia's CEO Rose Marcario calls it "Cause Marketing."

The result is a brand that consumers love to embody.

Steal these 8 marketing tactics from Patagonia 🧵
1. Mission

It starts with Patagonia’s mission statement.

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Nearly every Patagonia marketing initiative follows in the footsteps of its mission.
This attracts consumers who have similar values.

Customers with similar values open the floor to a long-term relationship with their consumers.

Inherently increasing Patagonia’s customer lifetime value.
Read 20 tweets
24 Apr
Masterclass, SmileDirect Club, and SendFox all have KILLER above the fold sections.

Why does this matter?

Nearly 80% of a users' viewing time on your site is spent above the fold.

This makes it essential to conversions.

Let's optimize yours in 3 min 🧵
Your above-the-fold should follow an organized visual hierarchy.

This tells your consumer what to focus on and how to progress through the content.

Many readers scan in an F-pattern.

Use these 6 tips to develop a visual hierarchy:

(h/t wordstream)
Here are the essentials:

Headline (left side) - Drop your main value prop

Subheadline - Compliments headline. Introduces product/service. How value prop comes to life.

Creative - Show product or people. Helps bring context to life.

CTA - Focus on the value after signing up.
Read 16 tweets

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