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Good marketing isn't just about catchy slogans or flashy ads; it's about understanding the human psyche. The psyche of our customers, yes, but our own as well.
So in this episode we’ll delve into a psychological concept called ‘action bias’ – this is the idea that we, as humans, often lean towards taking action, even when standing still might be the better choice.
Or as my latest guest aptly put it in his podcast guest application – Ask yourself, ‘what happens if I do nothing?’
To unpack that lesson, and discuss more insights from his career journey, I spoke with Jonathan Kaufman, Senior Vice President and Chief Marketing Officer, Sage Dental (https://mysagedental.com/).
Originally founded in 1997, Sage Dental has 100 affiliated practices, and it has a 98% three-year growth rate.
Kaufman manages a team of 60, including the new patient management team.
Stories (with lessons) about what he made in marketing
Some lessons from Kaufman that emerged in our discussion:
Related content discussed in this episode
The Prospect’s Perception Gap: How to bridge the gap between the results we want and the results we have (https://meclabs.com/education/Flint-prospects-perception-gap)
Evidence-based Marketing: Why you need more than just numbers to truly drive ROI (https://marketingexperiments.com/conversion-marketing/evidence-based-marketing)
Marketing Webinar Optimization: Five questions to ask yourself about webinars (https://sherpablog.marketingsherpa.com/marketing/b2b-webinars/)
Marketing and Brand: Embrace healthy friction (podcast episode #48) (https://www.marketingsherpa.com/article/interview/marketing-and-brand)
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This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.
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If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application