How to Lock-In Your Customer’s Attention, with John Williamson

<img src="https://copywriterspodcast.com/images/banner/copywriterspodcast261.jpg" /> <br />By popular demand, we’re back with the always surprising John Williamson today. He’s going to talk about a serious problem every business faces, and some ready-made solutions to this problem.<br /> John is coming to us from an undisclosed location on the side of a mountain in Scotland. Over the last 30 years he has generated millions of dollars in sales for himself and his clients with his own special brand of unique selling propositions. <br /> The problem, of course, is getting and keeping the attention of customers. In a way that leads to sales, and repeat sales after that.<br /> John says, “Right at the heart of your attention getting should be your brand.”<br /> A lot of us direct marketers don’t pay a whole lot of attention to branding these days, but John argues that we should. All the time.<br /> But not just any kind of brand. One that pulls its weight in getting attention and adding new customers.<br /> How do you do that, and how to you make it pay off if you don’t have a huge budget to establish this brand in the way a big corporation will try to do? John discusses:<br /> • Why ‘branding bravery’ is the only way to win the war for attention.<br /> • How any business – no matter how boring the industry is - can be decommoditized through branding.<br /> • Why trying to come up with a brand name you love is almost impossible (and if you do love your brand name it’s … probably … not … very … (gulp!) … good.<br /> • How to make your brand stick in someone’s mind like it’s been tattooed on their brain from their very first exposure to your business.<br /> • How to use a linguistic shortcuts to get you people to resonate with your brand by relating it to a story they already have in their head.<br /> • How to give your brand ‘conversational currency’ (… so that - incredibly - other businesses prefer to promote your business over their own business!).<br /> • The specific 5 words people will say to you over and over ag