This episode’s topic discusses the relationship between propaganda and marketing. As is evident from the team’s discussion, the line between the two is very thin!
Sharing information with the intent to persuade is a common objective of both propaganda and marketing. The key difference is that propaganda always leverages emotions — often fear — while marketing is usually positive and sometimes emotionless (to its detriment). What can be learned about effective propaganda appeals that marketers can use for good?
In this episode you will learn:
- The key element of propaganda that is leveraged by every one of the top 20 B2B companies in the world
- What WWI recruiting appeals, Brexit and IBM all have in common
- How we were able to predict Trump’s 2016 victory well before almost everyone else
Here’s some quotes from the team’s discussion:
“Emotion attracts and logic persuades. Most B2B marketers over-rely on logic.”
“Propaganda uses fear liberally. Marketers must use fear judiciously, if at all.”
“Effective positioning requires more work than many marketers are putting into it.”
We hope you learn some valuable strategies from the discussion!