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Jeff Sexton joins Jack to discuss how storytelling shapes persuasion, from children’s disputes to iconic ad campaigns like Cadillac’s “Penalty of Leadership.” He reveals how controlling a story’s beginning can redefine its meaning, offering businesses a way to craft authentic, meaningful brand identities. This episode is a must-listen for anyone seeking to understand the intersection of narrative, branding, and human connection.

BIG IDEA

Jeff unpacks how children’s squabbles reveal the essence of narrative control—shifting the beginning of a story to change its meaning—and connects this to iconic advertising campaigns like Cadillac’s “Penalty of Leadership.”

At Cult Your Brand, we're obsessive about loyalty - how to get it, how to keep it, what to do so you never lose it.

Ready to transform your slightly-better-than-average brand into a lovable, personable powerhouse brand? Let's talk.

Contact information for Jack Heald & Cult Your Brand

• Cult Your Brand Website
• Jack Heald on Twitter
• Wizard of Ads Website
• Jack Heald on LinkedIn

• Learn how to Cult Your Brand.
• Who are these Wizard of Ads people and what are they all about?
• Explore the magic which is the Wizard Academy.

Have you ever wondered about the psychology of successful brands? Branding wizard Craig Arthur explains.

Craig explains how he got there, from being riveted by the book 'You Don't Have to Be Born Brilliant' to birthing a unique concept and refining it over time. We discuss how emotional connections and psychological triggers are the backbone of successful branding. We discuss the dynamics of family-oriented partnerships and the importance of a robust company culture.

(And we take a brief detour down memory lane to recall our mutual experiences of Wizard Academy.)

Craig shares his insights into the reasons loyalty and aligned incentives are crucial to nurturing strong relationships with clients. He delves into the challenges traditional marketing agencies pose to business owners and introduce the concept of The Uncovery, a powerful tool with the potential to reveal the essence of what it takes to make a business the leader in a category of 1.

We navigate the differences between cults and brands, shedding light on the impact of character flaws on success. We discuss the character diamond, a tool for creating a believable personality for a business. Finally, we touch upon how emotional connections can be both a magnet and a manipulator.

Our conversation winds up with us sharing our favorite fictional heroes and their inspirational qualities.

Connect with Craig Arthur via email.

At Cult Your Brand, we're obsessive about loyalty - how to get it, how to keep it, what to do so you never lose it.

Ready to transform your slightly-better-than-average brand into a lovable, personable powerhouse brand? Let's talk.

Contact information for Jack Heald & Cult Your Brand

• Cult Your Brand Website
• Jack Heald on Twitter
• Wizard of Ads Website
• Jack Heald on LinkedIn

• Learn how to Cult Your Brand.
• Who are these Wizard of Ads people and what are they all about?
• Explore the magic which is the Wizard Academy.

You've been told you must build trust and credibility to grow your business, right? And that the key to building your business is to bombard potential customers with irresistible offers.

But you've done that. Turns out, they resist your offers, trust you less and you feel like a jerk.

There's got to be a better way, right?

Matthew Burns has that solution: create trust before the sale.

Matthew explains how to do that, as well as:

• How to turn your weaknesses into a marketing advantage
• Why authenticity is essential to both business growth and customer retention
• The true impact of keeping promises and the true cost of using ambiguous language

Matthew Burns has mastered the art of creating trust before the sale. He's a partner in Wizard of Ads, an international agency renowned for their innovative marketing. His work centers around making businesses known and loved long before a sale is made.

He's got a track record for delivering exceptional results, and an unconventional approach to building trust.

Key moments:
00:07:58 - The Role of Negatives in Trust
00:15:52 - Using Social Media to Highlight Vulnerabilities
00:17:53 - Sharing Screw-Ups Builds Trust
00:25:25 - Trusting First to Gain Trust
00:38:00 - Becoming the Trusted Choice
00:45:21 - Selling the Negative
00:50:35 - Pricing Transparency
00:59:24 - Vulnerability and Authenticity
01:06:18 - Never Worry About Making Mistakes

Resources for this episode
Contact at: matthewburns@wizardofads.com
Book discussed: The Moral Molecule
Matthew's LinkedIn Profile
Matthew's Instagram Profile

At Cult Your Brand, we're obsessive about loyalty - how to get it, how to keep it, what to do so you never lose it.

Ready to transform your slightly-better-than-average brand into a lovable, personable powerhouse brand? Let's talk.

Contact information for Jack Heald & Cult Your Brand

• Cult Your Brand Website
• Jack Heald on Twitter
• Wizard of Ads Website
• Jack Heald on LinkedIn

• Learn how to Cult Your Brand.
• Who are these Wizard of Ads people and what are they all about?
• Explore the magic which is the Wizard Academy.